3.5
3Job:01212 Title: Basics typography (AVA)
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Typography, information and communication: 3.5 Towards a defi nition of virtual typography
3.4 Static information and motion graphicsTowards a defi nition of virtual typography
Channel 4 – Brett Foraker
UK television channel Channel 4’s on-air brand identity,
which was launched in 2005, was created and produced
in-house. Following his appointment as Network Creative
Director at Channel 4, Brett Foraker decided to apply a
highly innovative approach to reintroduce the original
Channel 4 logo from 1982. Using some of the latest special
effect techniques the logo was digitally constructed in the
shape of various three-dimensional objects, which were
virtually integrated into fi lm footage. These typographic
transformations are very rigorous in terms of the continuity
of motion. Not only does the pace of transition remain
perfectly consistent throughout, but by shaping the number
‘4’ with real-life objects (pylons, neon signs, hedges, for
example), the viewer’s chances of missing the point at which
the image becomes typographic are also further increased.
Therefore most viewers will be keen to review the sequence
at least once or twice in order to be able to detect the logo.Job:01212 Title: Basics typography (AVA)
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