Rudd Studios

Rudd Studios are the London based design company responsible for E4's fonts, logos, designs etc.

Here's what they had to say;

E4 was Channel 4’s new baby. It needed a brand that was recognisably young, rebellious and different, without rejecting its parent. It also needed to make a lot of noise in a crowded market place.We needed a new colour. We were pretty sure E4 should be a single colour brand. Orange and purple seemed to stand out as having the right feel and energy, but orange was much in use elsewhere. We chose purple, and E4 made it their own.We created a distinctive, edgy font and a series of sound stings to augment the logo. Together with the colour purple, this gave the new channel a powerful, unforgettable on-screen brand.The movement also gave real depth to what was happening on screen. It had the effect of drawing viewers in and making them feel that a world viewed through E4 was different from and more interesting than other worlds.