China Central Television’s rebrand for CCTV4 takes its new logo—a red frame around the channel’s standard number four—and turns it into a dynamic branding tool.
The channel’s new on-screen identity package includes the logo, an on-screen presentation system, logo resolves and a series of 10-second channel IDs. The channel also got a new brand proposition: “China Perspectives.”
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.
CREDITS:
Client: CCTV4
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
Tags: