C4 Ident Fonze & Flour

This Channel 4 ident is built around a simple but brilliantly observed idea. A lone character catches sight of himself in the mirror, pausing to check himself out — a fleeting, self-aware moment that feels instantly familiar and quietly funny.

The strength of the ident lies in its restraint. There’s no heavy narrative or visual excess, just a sharply defined concept executed with confidence and clarity. The camera lingers just long enough to let the moment land, allowing humour and personality to emerge naturally.

By focusing on a small, human behaviour, the ident captures Channel 4’s distinctive tone — intelligent, playful, and slightly irreverent. It’s a reminder that the most effective ideas often come from observation rather than spectacle, and that simplicity, when handled well, can be far more memorable than complexity.

A smart, character-driven ident that says everything it needs to in just a few seconds.