More4, a UK television channel, has a smashing new logo and identity that manages to be slick, modern, colourful and a bit magical. Yes, the combination is possible! London studio ManvsMachine focused on the channel’s core topics of design, fashion, style and interiors to create a vibrant colour palette, strong typography style and bold visual identity as a whole. I saw a static preview image of the logo in November and just loved it. However, with the launch of the complete identity yesterday, I am borderline intoxicated. The animation of the More4 logo moves sort of like flip-digits schedules once used at European train stations or perhaps like pieces of fabric, flickering television lights, fanning Pantone books, streamlined butterflies or tiny soft covered books? In collaboration with Jason Bruges Studio, the flip-digits were created by hand (see the making of video) and crafted into this gorgeous video. Magical, right? I love the idea that the channel infuses different locations and objects with dancing squares of colour. Yep, I could watch this video all day long. I know it is only January but I think I have found the one to beat in my “best identities of 2012″ list…

(p.s. if you are a fellow flip-digit lover, check out my posts on peter wegner and rebecca baumann)

(photographs via manvsmachine & weheart)