Olympic 100m champion is first person to feature in broadcaster's distinctive on-screen branding
Olympic 100m champion and world record holder Usain Bolt has become the first person to star in Channel 4's distinctive on-screen idents.
The sprinter is featured in clip striking his famous "lightning bolt" pose after winning a race and, as the camera slowly pans out, his outstretched arm appears to form part of the Channel 4 logo.
Channel 4 usually uses clever post-production techniques and camera angles to create its logo from buildings or scenery, rather than people.
"This is the first 4 ident to star a human being, and who better to choose than the fastest guy on the planet?" said the Channel 4 network creative director, Tom Tagholm. "It's a great coup for the Channel and 4Creative, and a huge privilege to work with a true sporting legend."
The ident trails the channel's exclusive coverage of the IAAF World Athletics Championships, which are being held in Daegu, South Korea, from 27 August to 4 September.
It will debut on Monday night and will air on rotation in the runup to the start of the coverage.
Last September the broadcaster pulled off something of a coup by winning the TV rights for the next two World Athletics Championships from the BBC, which has aired the event for the past 27 years.
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Source: http://www.guardian.co.uk/media/2011/aug/08/usain-bolt-channel-4-athletics-ident
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