E4 to get new Idents

E4 has released the first pictures and videos of its distinctive new on-air look. It is the entertainment channel’s first refresh since 2007.Viewers will get their first taste of the new ident tomorrow (October 31), launching alongside the return of US comedy hit The Big Bang Theory and new British series Drifters.

Devised by E4 creative director Neil Gorringe, the branding is supposed to reaffirm “the channel’s British roots with a humour and irreverence that viewers have come to love”.The focus of the new branding is Eefer, a robotic embodiment of the channel’s familiar logo.Eefer will communicate with viewers on-screen via a purple placard he carries and off-screen via Facebook, Twitter and Instagram, as well as E4’s YouTube and Spotify channels.