Channel 4 has released a new channel, 4seven, which shows programmes according to how popular they are and how often they are talked about in the media.

Channel 4's in house team worked with ManvsMachine to create the new branding an idents for the new channel. They have cleverly incorporated the idea of the current channel 4 branding, to use the logo in scenes. The idea of including the 7 on the side of the four works well and this is reflected in the pool and garden graphics. It is very fresh and new, perfect for the channel.

ManvsMachine's Mike Alderson explains: "In the graphic stings between shows, the 7 visually deforms with varying degrees of aggressiveness as shows generate more debate.' This shows the interaction between the graphics and the audience, create more interest and relevance to the viewer.

The branding has great thought behind it, and an execution which everyone seems desperate to see the making of. Great stuff!