Today is the Grand National, and this year it is being shown on Channel 4. Along with showing the famous race, they have also created an app to track the horses through the race. Now while this is clever just by its self, as a designer the thing that really caught my attention was the clever change to their logo.
Now while many may consider this just a normal thing for this already flexible brand, it to me is just yet another clear indication of how such a strong brand Channel 4 actually is.
I grew up with the colourful 2 version and the new 3 dimensional one, while using the same shapes making up “4”, has really added a new edge to the brand. It is always cool to watch the different 3D mind blowing videos where a city skyline or field of bails suddenly makes up the classic 4 shape!
This time is is the shadowing that was been cleverly changed so that it now has horse ears while the original shape is almost unchanged.
Designing logos are always interesting but I have to ask clients what the future of the brand is as sometimes there is the need to evolve or maintain some flexibility of the brand. So how do you keep the branding or allow for people to recognise the original branding?
It is all down to the basic rule of thumb when it comes to design; keep it simple stupid!
It was the same when I was designing for Hospiscare with all of their media. We had 8 colours and a very clear visual appearance across everything. This allows you to recognise the brand and the media from a mile away!
Channel 4’s logo flexibility is all about what can be down with the 3d aspect of the shadow, but the original shape is never changed, while Windows uses 4 squares of colour in all variations to keep the recognition.
So remember to keep your logos simple, and if you are going to have some flexibility make sure that you always keep consistent with what you change and that no matter what a client says, they will probably want some flexibility in the future so KEEP IT SIMPLE!!!