E4 refreshes brand look

UK youth-skewing network E4 is launching a new on-air look with new idents and branding.

The refresh, which launches tonight, is designed to reaffirm the channel’s “British roots with a humour and irreverence that viewers have come to love,” said E4’s creative director, Neil Gorringe.

The channel said that new on-air packaging takes inspiration from plastic peg display boards, with the channel’s feature purple remaining a distinct marker of the brand.

The new branding is E4’s first since 2007 and launches to coincide with the return of US comedy The Big Bang Theory and the debut of brand new comedy drama called Drifters.