Brand Energies recently re-branded China Central Television’s CCTV4 with a complete new on-screen identity package that includes a new channel logo, new on-screen presentation system, logo resolves and a series of gorgeous 10 seconds channel IDs.
CCTV4 features a mixture of Chinese culture and art programmes combined with news programmes, and is positioned to appeal to both domestic Chinese as well as overseas Chinese audiences across Asia, America and Europe.
The channel has a clear new channel proposition: ‘China Perspective’.
To express this, the new logo adopts a red square frame around its pre-existing 4 numeral, which was also redrawn by our design team, to create a confident new 4 brandmark.
A series of CG animated IDs were created that explored and celebrated the ancient and contemporary Chinese culture and sensibilities, using the red square frame as the main visual icon. This was then extended throughout the OSP to create dynamic Menus, Coming Next and Promo Ends as well as Transition wipes using the red frame.
The Paper Cutout ID has just aired over the Chinese New Year holiday period. It features a bespoke 2D handcrafted design by renowned paper cutout artist WenTong Shu that has been turned into a three dimensional CG frame model. The elements peeling off to reveal the paper cutout frame is incredible.
The Humming Bird ident showcases beauty and science as one when the frame rotates to reveal the different aspect of the humming bird one at a time.
Brand Energies’ onscreen branding for CCTV4 is the first within CCTV’s network of 22 free-to-air channels to adopt the new CCTV network logo.
HUMMING BIRD IDENT
Agency: Brand Energies
Creative Director: Sandy MacMillan
Producer (China): Christina Zhang
Account Director: Tan Lei
Designer / Director: Jason Keeley
Producer (London): Celia Chapman
Lead Animator: Phil Hurrell @ Coffee & TV
Lead Compositor: Jonny Stopford
Music Composer: David Lowe @ David Lowe Music
Paper Cutout Artist: WenTong Shu
Artwork coordinator: JunCheng Fu