S4C: 2007-2014

In January 2007, S4C announced that their digital channels would be refreshed by a new corporate logo and brand. On 17 January, s4c.co.uk was updated with the new look, with S4C channels adopting the new look from 18 January. The S4C logo used since 1995, often stylised as “S4C~” because of the “dragon” design element which accompanied it, was replaced. The new design emphasises the channel’s Welsh connection with the “C” for Cymru (Wales) separated from the “S4” (Channel 4) by a forward stroke. S4C2 became now seen on screen as S4C Dau (Two), and listed as S4C2 on the broadcaster’s website and on Sky. S4C2 closed in December 2010.

The theme of the new idents was the magnetism of the Welsh society, represented by many objects gathering in one place, such as shopping carts at a grocery store, and golf carts at a golf course. These idents were produced by Proud Creative, a London based design firm.