E4 rolls out Eefer character in first brand refresh in six years

Channel 4 has unveiled a brand new look for its E4 young adult entertainment channel, its first refresh since 2007.

The broadcaster has taken inspiration from plastic peg display boards for the updated identity, while retaining the channel’s purple colouring.

It is also rolling out a new brand character, "Eefer", a robotic embodiment of the channel’s familiar logo.

The character will appear in five scenes along with a crash-helmet wearing dog, depicting aspects of British life including a greasy spoon café, a caravan park and a student bedsit. 

Eefer will interact with viewers on social media sites such as Facebook, Twitter and Instagram, as well as E4’s YouTube and Spotify channels.

The new look, devised by 4Creative and agency ManvsMachine, will roll out tomorrow (31 October) to coincide with the return of popular US sitcom "The Big Bang Theory". The idents were developed by MPC.

Charlie Palmer, group marketing manager for E4, said: "It was important that we maintained E4’s humour, irreverence and purpleness but with the new branding and Eefer, we wanted to try something truly distinct and invite viewers to engage with us in a way no other channel does."

According to Channel 4, E4’s viewing figures are up 2% year-on-year, with the channel holding a 1.88% audience share. 

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