Channel 4 came on air with a new look on New Year's Eve 2004. The station's well known logo was retained but the new channel idents used "the very latest special effects techniques" to show the different elements of the logo converging to form the familiar '4' in a potentially infinite range of contexts. The idents were put together by the Moving Picture Company. Conceived by Creative Director Brett Foraker, the branding incorporates the original '4' logo in front of various familiar backgrounds, such as a cornfield, a high-rise estate and an urban street. The aim of the redesign was to "recapture the boldness and dynamism" of the channel's original logo from 1982 but in "a thoroughly 21st century way." "The new identity is a highly innovative piece of work that reflects Channel 4Æs unique values and once again puts us at the forefront of contemporary design," said Polly Cochrane, Channel 4's Director of Network Marketing. "In 1999 we pioneered minimalist cool and others followed. Now, in a more competitive digital environment, itÆs time for something big, bold and engaging. Brett and his team have found a way of delivering the impact of the original identity but in a thoroughly modern way."