FilmFour is Free, you surely must have noticed.
Except that in the middle of the huge campaign to alert us all to the fact that the respected film channel is coming to Freeview, Channel 4 only went and decided to change its name. The new name is Film4. It’s not a huge change, but that only makes it all the more strange.
Apparently it is so that it will fit in with Channel 4’s other digital channels — E4 and More4. Curiously enough, there is no mention of Quiz Call. I suppose this means that Channel 4 will soon be changing its name to Channel4?
Ignore the fact that FilmFour was Channel 4’s first foray into the multichannel world. Ignore the fact that anybody who would care that FilmFour is owned by Channel 4 already knows it. None of this has stopped them from rebranding the channel, complete with fugly logo and all.
The logo does make you recoil at first. What on earth were they thinking of, replacing that classy logo with this blocky monstrosity? Chris Riley likes it. I just think it looks like Teletext. Mind you, it is starting to grow on me, so I probably won’t even notice it a couple of months down the line.
But there is no excuse for this logo which goes straight to the top of the pile of crap logos.
Now I was never a fan of SMG’s logo, but at least it wasn’t offensive like this one! Now I can see what they’re trying to do here. “Look, we own STV don’t you know, so we’ll use that ‘S’ in our logo.” Very good. Not that the S was very nice looking in the first place. But you can see what they’re thinking with that. But look at the bit after the ‘S’. What is with that ‘M’?
Film4 and SMG both seem determined to take us back to the 1980s. Please! Wasn’t it bad enough the first time around?