Mature 4

The brief was to create a name, logo and launch TV campaign for a new channel for 60+, from Channel 4.

The tone of the campaign is sophisticated to reflect that being 60 is no longer considered an old age.

The IDEA of the campaign is to celebrate 50 different things that get better with age. Each is given a number, with the slogan ‘Better With Age’. This creates a positive spin on watching an ‘older’ channel as people do not like to be reminded of their old age.

The logo represents maturity whilst not being stereotypically old fashioned. It is unique, playful, strong and bold. It is also similar to Channel 4?s logo, but with a mature twist.

Mixture of sophisticated and modern typefaces to reflect the audience. Sophisticated photography style, mixed with modern graphic elements also reflect the audience.

Orange is vibrant and reflects the 1970s, the decade where the audience were in their prime. It is also different to other Channel 4 channel colour schemes.