Channel 4 creates surreal brand idents for E4

Channel 4 has created a new on-air identity for its digital channel E4, introducing a series of surreal idents to replace its current animations.

The brand refresh, commissioned through E4 marketing and conceived and directed by Noah Harris, includes five new idents lasting between 20 and 30 seconds. Each takes a British environment, such as a beach hut and a hotel, and disrupts it with a series of bizarre events involving the E4 logo.

Neil Gorringe, the creative director of E4, said: "We wanted something that reflected E4's personality - beautifully random, joyously daft and generally not taking things too seriously."

According to Barb, E4 has a 1.1 per cent share of total viewing in multi-channel homes. ITV2 has a 2.2 per cent share and BBC Three 1.3 per cent. However, high-profile shows such as Shameless and Skins are set to return to E4 for new series.