Channel 4’s New Idents Are a Public Artwork Capturing Modern Britain

The broadcaster's surreal spots are a visual feast that follow a tradition of creative risk-taking

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British broadcaster Channel 4 has a legacy of taking creative risks, even in its own branding. So when it came to creating its new idents–short sequences between programming that identify a channel–it approached them not just as promotional material but as a massive public art project. 

Channel 4’s series of idents, debuting on June 14, are a tapestry of modern Britain through the lens of 17 different artists, creatives and filmmakers. The broadcaster has released five 40-second spots that will run between shows on linear TV and streaming, and for the first time also combined into one standalone film. 

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