The focus of More4 has shifted over the years. It was felt that the time had cometo redress the gap between the channel branding and its more lifestyle focused content. The new logo is the hero of the new look. On the on- screen presentation, end and beginning of programmes, it sits on clean backgrounds while the logo flips, flops and spins to form and reveal its palette of colours. For the idents we wanted to take the key elements of the logo and break it out into the real world, so instead of spending hours in post-production, we created 400 special mechanical flippers.
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