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

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