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S4C Identity & Branding

Award: Wood Pencil

Wood Pencil / Branding / Existing Brand Schemes: Large Business / 2008

The brief was to refresh the S4C brand and reconnect with our audience in new ways. Our aim was to better represent the Wales of today: vibrant, modern, progressive and bilingual. The solution was a creative-led strategy that would fulfil S4C’s own creative excellence proposition, and attract the new, younger audience without alienating current viewers. We started from scratch on the logotype, creating a straightforward yet memorable marque that is instantly recognisable in print and on screen. We kept a strong visual connection to Wales by emphasising the ‘C’ of Cymru (Wales). In addition, we introduced a vibrant colour palette, a distinctive new custom font, tone of voice and visual language. The application ranged from business cards and interiors to every conceivable on-screen element.

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