Dizzying new Channel 4 ident

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Channel 4's new 4seven ident offers a logic-defying, bird's eye view of Birmingham's Spaghetti Junction

Unlucky, Eratosthenes. It turns out Earth is flat after all ... At least it is in the folded world of Channel 4's new 4seven ident, in which a camera pans 180 degrees above a busy motorway.

The ident is the third in a series of collaborations between post-production company MPC, London-based design, motion studio ManvsMachine and Channel 4's communications arm 4Creative.

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