Channel 4 will change its logo to this, to support gay athletes participating in Sochi.
The image on the right? Channel 4 erected that outside its headquarters.
The broadcaster's distinctive logo will be rebranded on Friday, the day of the opening ceremony, and the "what's on next" screens that air between shows will be similarly rainbow-emblazoned for the day.Channel 4 is also launching a 90-second TV ad that will debut in prime time at 7pm on Friday – as BBC2's live coverage of the opening ceremony nears its climax – in a "roadblock" across its main channel, E4, More4 and catch-up station 4Seven.