BBC4 gets new look

8am: Digital arts and culture channel BBC4 is launching a new onscreen look later this month, using idents based around optical illusions. By Jason Deans.

Digital arts and culture channel BBC4 is launching a new onscreen look later this month, based around optical illusions in which everyday images of a swimming pool, birds in flight, a library and an office are not what they at first seem.

Each of the six new idents at first glance appears to be a single image, but on closer inspection is in fact made up of four separate frames.

The BBC4 idents, which have been created by BBC Broadcast, will be launched on Saturday, September 10.

"BBC4's intelligent, rich and welcoming schedule is reflected beautifully in these captivating and surprising new idents," said the BBC4 controller, Janice Hadlow.

Charlie Mawer, the executive creative director of BBC Broadcast, said: "The four images in the idents may be mirrors of each other, reversed action, magnified versions of each other, or just simply re-ordered. They challenge our perceptions of every dimension - time, scale, and planes of movement."

BBC Broadcast, the BBC channel branding and playout subsidiary that was recently sold to Australian investment bank Macquarie for £166m, has also redesigned BBC4's onscreen presentation system.

The new system presents a quartered screen, with a new colour scheme, pointing viewers to what is coming up next and suggesting programmes in which they may be interested.

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Jason Deans, broadcasting editor

The GuardianTramp

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