Simon Dixon, DixonBaxi
It’s an obvious choice but a pivotal moment in channel branding: the Channel 4 ident from the early Eighties. As a young and impressionable creative, I was interested in all things graphic, and in 1982 something arrived on my TV that blew away the boring, soft and staid world of British TV. It was a bold new vision. Yes it was dynamic, it was colourful, it was in 3D, but the strength came from the Pavlovian response it created in the viewer. You knew it represented TV content that was new, fresh and provocative. The key was the repetitive purity and power of the visual and, more importantly, audible brand signature. The more you saw it, the more you believed Channel 4 meant something.