Channel 4 has given its All 4 Video-on-Demand (VoD) service a “fresh new” visual identity and a new iOS app.
The broadcaster has also invited selected users to trial All 4 +, a paid-for upgrade which lets them watch selected shows without adverts.
The rebranding was developed by Channel 4’s in house agency 4creative and branding agency DixonBaxi and includes a new All 4 logo – a 2D version of the classic Channel 4 logo featuring a streaming bar at its core.
The rebrand will be rolled out across the whole of All 4 including promotional trails, social media and VoD across mobile, big screen and desktop.
Alice Tonge, Head of 4creative said: “Our aim was to develop a more refined approach to branding for All 4, reflecting the improved product, which has become easier to navigate.
“The new All 4 branding is purposefully minimal, confident and sophisticated, providing us with a flexible toolkit that will bring freshness and energy to All 4.
“It is the final piece of the bigger portfolio rebrand that happened at the end of last year as part of the strategy to align all our brands around the master brand.”
The new iOS app has been rebuilt “to be faster and more reliable” and includes better download capability, the ability to start programmes again when watching live and the ability to stream audio described content on iOS for the first time.
Richard Davidson-Houston, Head of All 4, said: “We’re innovating on all fronts. The classy new visual identity will help Channel 4 to stay front of mind in Video-on-Demand and the scaling-up of the All 4 + trial shows that we’re getting serious about a paid upgrade to the free service.
“All 4 continues to grow faster than the market with its unique mix of live TV, catch up TV, box sets and our new content partners – such as Vice, Walter Presents and Adult Swim – give people even more reasons to choose All 4.”
