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Friends: C4 is hoping to make new ones in brand change

Channel 4 is planning to launch a fresh on-air brand to fight back at competitors, which it fears have been stealing its turf.

The broadcaster has launched a review of its existing on-air logo and branding.

Polly Cochrane, the station's director of marketing, is overseeing the process alongside head of marketing Bill Griffin and the channel's recently appointed creative director Brett Foraker.

The review comes a year after the arrival of Mark Thompson, C4's chief executive, and is being interpreted by industry insiders as an effort by the channel to give a more modern touch to its brand and keep up with its terrestrial rivals. Launched 20 years ago, it is the final terrestrial channel to change its existing identity - both ITV and Five have launched rebranding campaigns over the past 12 months.

"We're looking at what we can do within the existing architecture, but, at the same time, we've decided that if ever there was a time to look at a blank sheet of paper and a change in the logo, then now's the time to do it," said Cochrane.

"The existing logo is a bit ambient and can be rather bland. In this day and age, with so many other channels parking on our lawn, we want something that can actively promote our distinctive and competitive values," she added.

• ITV2 is to get a new identity in a rebranding exercise commissioned by ITV marketing and commercial director Jim Hytner. The new look, created by Bruce Dunlop & Associates, will bring ITV2 in line with ITV1's new branding.