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E4 gets first channel refresh in 6 years: First ident pictures, videos

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E4 has released the first pictures and videos of its distinctive new on-air look. It is the entertainment channel's first refresh since 2007.

Viewers will get their first taste of the new ident tomorrow (October 31), launching alongside the return of US comedy hit The Big Bang Theory and new British series Drifters.

E4 new idents 2013

© Channel 4

E4 new idents 2013



Devised by E4 creative director Neil Gorringe, the branding is supposed to reaffirm "the channel's British roots with a humour and irreverence that viewers have come to love".

The focus of the new branding is Eefer, a robotic embodiment of the channel's familiar logo.

Eefer will communicate with viewers on-screen via a purple placard he carries and off-screen via Facebook, Twitter and Instagram, as well as E4's YouTube and Spotify channels.

E4 Idents

E4 Idents

E4 new idents 2013

© Channel 4

E4 new idents 2013



"I wanted to keep the logo in our idents, and bringing it to life as a robot with E4's personality felt like it offered us loads of possibilities across the board," said Gorringe. "And because each ident has updateable elements, it means we can easily change them whenever we feel like it."

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