unit 32 assignment 1 task 1 the purpose and nature of ident design

5/24/2018 Unit 32 Assignment 1 Task 1 the Purpose and Nature of Ident Design

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Dom Evans

Unit 32 Assignment 1 Task 1 The Purpose and nature of Ident Design

Design

Density of Information

When it comes to the density of information that is conveyed

towards the audience from an Ident, no specific one, it entirely

depends on what you visually see from the Ident and what you

personally intake from that Ident as sometime people may be

viewing an Ident and share thoughts with others who have viewed

that exact same Ident for example, but at the same time two

people viewing an Ident may see two completely different things from one element of that Ident.

Viewers may also obtain more than one thought towards that one element of the Ident of what it is

trying to portray towards the audience.

When the design process is undertaken for the production of an Ident, the designers must realise

that something themselves or their clients can see as small can outcome as much more once shown

to an audience for example. Whereas something that is clearly

obvious such the BBC One Idents in which they display a circle or

more witithn each of their Idents or something to symbolise the

shape of an o to notify youthat the channel you are watching

is BBC One, the links in which they adopt are based around the

fact of how the shape of a circle has no corners it is just ONE

continuous shape thus the link as the channel is called BBC One.

Space and Time

With the space and time given for the production of an Ident, it first varies on the TV channel you

are producing the Ident for and what the client working for the TV channel gives the designers to

work with and the deadline date for final completed version of the Ident, after conducting some

research into TV Idents, I found that most Ident productions are given small amounts of time and

most of that time is spent with the designers brain storming simple yet effect ways of fronting

something that symbolises the TV channel they are producing the Ident for, as Idents only last 15

seconds so the designer will most likely be put under pressure to produce something that gives off a

clear enough message towards the audience of what channel they are watching but at the same

time show some form of link the Ident has to the upcoming program that is to be displayed after the

Ident.

For example, in the previous illustrative example given for BBC One it show a team of rugby players,

this message first conveys towards the audience members that there is a high chance of a sporting

programme about to start as Rugby is a Sport but at the same time linking it back to BBC One as the

actors within the Ident are performing TheHaka which is a traditional Maori dance from New

Zealand which is commonly associated with Rugby players but as they are performing this dance

they happen to be doing it all as ONE, as ONE team which yet links back to the TV channel of BBC

One.
http://en.wikipedia.org/wiki/Hakahttp://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=prDYdbeAXBqUXM&tbnid=9Hn1-VUHLMF5RM:&ved=0CAUQjRw&url=http://www2.tv-ark.org.uk/bbcone/2002_idents.html&ei=-bLTUvqMFuib0wWrzYCIBA&bvm=bv.59026428,d.ZGU&psig=AFQjCNEtL-0m9-HfR1Z8ehoVoVSb9-P6QQ&ust=1389691941553907http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=KNCkLEVnkPhYYM&tbnid=Ge9-YPgIrxIxlM:&ved=0CAUQjRw&url=http://idents.tv/blog/category/uk-bbc-one/&ei=sa3TUqyeAuGO0AXj7YCYAw&bvm=bv.59026428,d.ZG4&psig=AFQjCNH3jGKjeAvLUYWOtxcf3pgkMu2kkQ&ust=1389690657271609http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=prDYdbeAXBqUXM&tbnid=9Hn1-VUHLMF5RM:&ved=0CAUQjRw&url=http://www2.tv-ark.org.uk/bbcone/2002_idents.html&ei=-bLTUvqMFuib0wWrzYCIBA&bvm=bv.59026428,d.ZGU&psig=AFQjCNEtL-0m9-HfR1Z8ehoVoVSb9-P6QQ&ust=1389691941553907http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=KNCkLEVnkPhYYM&tbnid=Ge9-YPgIrxIxlM:&ved=0CAUQjRw&url=http://idents.tv/blog/category/uk-bbc-one/&ei=sa3TUqyeAuGO0AXj7YCYAw&bvm=bv.59026428,d.ZG4&psig=AFQjCNH3jGKjeAvLUYWOtxcf3pgkMu2kkQ&ust=1389690657271609http://en.wikipedia.org/wiki/Haka



Dom Evans

Screen Tempo

The screen tempo is something that must be taken in to high

consideration during the production of a TV Ident due to the

notifications needed for the audience members, because if a TV Ident is

played to quickly and the shots witithn it are cut to soon the target

audience may find it hard to know what TV channel they are watching

due to a lack of symbol or logo identification and what TV

programme is about to start. So timing became a crucial part of

Idents to uphold their output message towards the audience.

With high consideration taken for the screen tempo, Ident designers

quickly realised that Idents cannot show more than one topic of

footage witithn each Ident as it could potentially obscure the

audience members knowledge of what the next scheduled TV

programme is. This also links back to the time length given for Idents as

they only last up to 15 seconds long and as this is so, it further more gave

Ident designers a reason to stick to one topic of footage rather than

attempt to apply multiple to one Ident but at the same time make sure

audience members realised what channel they were on but not what they

were about to watch as original Idents for channels such as BBC One only

applied links back to their TV channel not what TV programme could be

on after the showing of the Ident. The way they gave the audience

members this knowledge was to have a continuity announcer who

introduces the upcoming program speaking to audience directly.

Interaction with viewers

As there is no red button like function usable for the Idents of a TV

channel there is no true response interaction but with that comes the

response of the viewers from the Ident they have just viewed.

When channels such as BBC One were first established they only had

one TV Ident in which they could show towards the audience which was

the bat wings design, but as modern times have come around and ourability to produce much more detailed footage of both real life footage

and CGI, TV channels in todays age have multiple Idents in which they

use according to the scheduled TV programmes and the genres in which they are held under.

One example could be where an action adventure film is scheduled to play on BBC One and they use

the helicopter landing on the circular sea pad Ident to notify the audience members that the next TV

programme could have something to do with action but with that comes the continuity announcer

who would state what is next to be aired with a specific tone of voice to amplify the viewers

already building tension and this is where I feel nearly half of the interaction come from as

the continuity announcer is talking to the audience members directly which overall makes

This Ident belongs to BBC 3 in

which the screen tempo varies

from fast to slow also the shapes,

colour and layout of the Ident

Reflect the TV programmes in

which they show.

This Ident belongs to BBC 2 inwhich it shows a 2D number 2 on

screen getting covered in a

turquoise paint with a high frame

rate making the paint appear as if

its flying through the air slower

than real time motion which

could indicate that a TV

programme which is taken

slower such as a cookingprogram could be on TV next.
http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=XNLYg6u9Db8jUM&tbnid=phJ_hQ4qwpgUJM:&ved=0CAUQjRw&url=http://en.wikipedia.org/wiki/BBC_Two_%271991%E2%80%932001%27_idents&ei=fcLTUqumG4Gt0QX8-YG4Aw&bvm=bv.59026428,d.ZGU&psig=AFQjCNETmAuSY83MaUZwx8AapAC5iF4pSQ&ust=1389695954762928http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=XNLYg6u9Db8jUM&tbnid=phJ_hQ4qwpgUJM:&ved=0CAUQjRw&url=http://en.wikipedia.org/wiki/BBC_Two_%271991%E2%80%932001%27_idents&ei=fcLTUqumG4Gt0QX8-YG4Aw&bvm=bv.59026428,d.ZGU&psig=AFQjCNETmAuSY83MaUZwx8AapAC5iF4pSQ&ust=1389695954762928http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=XNLYg6u9Db8jUM&tbnid=phJ_hQ4qwpgUJM:&ved=0CAUQjRw&url=http://en.wikipedia.org/wiki/BBC_Two_%271991%E2%80%932001%27_idents&ei=fcLTUqumG4Gt0QX8-YG4Aw&bvm=bv.59026428,d.ZGU&psig=AFQjCNETmAuSY83MaUZwx8AapAC5iF4pSQ&ust=1389695954762928http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=XNLYg6u9Db8jUM&tbnid=phJ_hQ4qwpgUJM:&ved=0CAUQjRw&url=http://en.wikipedia.org/wiki/BBC_Two_%271991%E2%80%932001%27_idents&ei=fcLTUqumG4Gt0QX8-YG4Aw&bvm=bv.59026428,d.ZGU&psig=AFQjCNETmAuSY83MaUZwx8AapAC5iF4pSQ&ust=1389695954762928



Dom Evans

the audience members feel that the scheduled programme is being aired for them if the

next programme is something the audience members want to watch.

Information- led

Information-led is what the industry use to describe what type of material is witithn their Idents onan informal basis for example, a new upcoming documentary may be only days away from being

aired but from that documentary the TV channel will pick all of the best parts and from their apply it

to the after sequence of one of the TV channels normal Idents and have the host of the

documentary talking about the upcoming documentary, as it is a documentary it would most like be

completely information led as documentaries never tend to serve an entertaining purpose.

Given this, the Documentary will most likely only be aired on that one channel, the host will most

certain state this during the advert as it will cause audience members to only depend on that 1

channel and from their obtain higher ratings.

By taking the best parts of the documentary or parts in which build tension allows the TV channel to

lock on to more audience members; this is because of how audience members need to obtain a form

of entertainment even through non entertaining based material such as documentaries.

So from there they will be able to obtain viewers who would not normally watch such programmes

as documentaries, but if the documentary contains footage which stirs up a debate, argument or

even light fighting due to a disagreement or other reason, those viewers will be much more

interested in watching the documentary as parts of it will come across as entertaining for them.

The last area I am going to talk about is the frequency of information-led Idents. With information-

led Idents you will tend to see them much more frequently after the first time you have watched

them depending on when they are to be aired, this is down to how the TV channel are trying to

promote the new upcoming documentaries as much as possible and to do this they will show

information-led Idents about the documentaries many times over as much as they can wherever

they can slot it in within the TV channels schedule to obtain the attention of as many possible

viewers with the use of the best parts of the documentaries and fast clips.

Entertainment-led

Entertainment-led Idents are just like Information-led Idents except for what they are leading

towards the audience members is more entertainment based such as a movie or TV series and is less

serious.

Entertainment-led Idents will use the same elements in which informationled Idents use such as

the best parts and fast clips shown towards the audience to captivate their attention as soon as

possible. They will also apply the same rate of frequency to entertainment-led Idents as they do to

information-led Idents as this will allow more time and apply a higher chance of audience members

to see the entertainment-led Idents.

Overall both Information and entertainment-led Idents were designed for one specific reason, which

is to obtain ratings boosts as they try to make both areas as interesting and entertain as possiblewithout distorting their purposes on TV for example if a TV channels rating are dropping due to an



Dom Evans

unknown reason, they may decides to buy the broadcasting rights for a very popular film such as The

Matrix or Lord of the Rings in which they would apply to an

entertainmentled Ident and apply the previously sated elements to

gain a boost in ratings.

Purpose

Identity

Idents in a simplified sense are like digital Identification displays for

audience members to realise what channel they are currently on via

the use of the TV channels logo or a shape or something that TV channel have specific to their name.

For example BBC 2 Idents nearly always contain the number 2 whether it is in a form of 2D or 3D as

the channel uses both dimensions to identify their channel as show in

the image examples.

With a TV channel such as BBC Three, their man identification is within

their logo of the word three which is spelt instead of a figure number 3,

also with BBC three nearly all of their Idents are CGI produced which

makes them unique for most other TV channels as other channels vary

between real life footage Idents and CGI Idents.

When it comes to the styles chosen for Idents, most TV channels keep

to one but expand on it greatly. For example, BBC One Idents all have

different themes applied to them but all focus around the style of a

circular shape these Idents which BBC released on the 7th

of October2006 were updates as before they had Idents which were based on

Rhythm and movement and started back in Easter of 2002.

After conducting research into the BBC one Idents that are currently being used on their channel, I

found that the circular shape in which nearly all of them use are down to the letter O witithn the

word Onefor Identity purposes, BBC One adopted this Idea as a circle is a naturally occurring

shape which is easy to identify but also with the added styles which all have some unknowing link

between one another, BBC One found a way to have their Idents easily Identified by their viewers as

BBC One.

Branding

Branding of TV channels is just like branding of products such as clothing

etc. where a logo or something such as the chosen style or audio

identifies the audience of the TV channel they are watching.

Nearly every TV channel that is available to date has their own branding

method with the use of an Ident, for example the music Channel of

Scuzz which plays mainly Rock and Metal music have Idents that are

nearly always identified by the audio in which they have within them which is usually a 5 second set

off guitar riffs with drumming in the background, but these small audio samples which are played

with the visuals are often heavy metal riffs with drumming which makes it even more unique to
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Dom Evans

Scuzz as other rock music channels such as Kerrang tend to play

much softer samples of rock music witithn their Idents as metal

music is not one of their strongest areas but general rock, punk

and indie genres are.

Marketing

When it comes to areas such as marketing and Idents, it reflects

back to the area of information-le and entertainment-led, this is

because an Ident alone has small marketing powers but applying

something to an Ident such as an advert for an upcoming

programme gives the Ident marketing abilities to persuade the

viewers that their channel should be watched.

Taking a more in depth look at marketing and Idents, one

example being Channel 4 and how they brought the broadcasting rights to the Paralympics and tomake more viewers realise that the Paralympics is coming soon they would display the advert for the

Paralympics but during the showing they would flash elements of Channel 4 on the screen in the

form of their logo and have both sex narrating over the advert providing statements such as The

Paralympics, only on Channel 4 and by saying this audience members who are wanting to watch the

Paralympics will know that the only channel they can watch the Paralympics both live and a re-runs

is on Channel 4.

From here viewers who are wanting to watch the Paralympics will all be watching the same channel,

that being Channel 4, and from there Channel 4s ratings will considerable increase as they are the

only channel who have the broadcasting rights to the Paralympics, whereas if multiple TV channelshad purchased segments of the broadcasting rights to the Paralympics the viewers of the event

would be split therefore equalling in lower ratings for each of the channels who are broadcasting the

Paralympics.

Packaging and Re-packaging

Packaging is where an Ident for a TV channel of any kind will have their Ident representing their

channel with styles and themes that the TV channel have adopted to overall represent different

genres depending on the TV programmes that they air, it is called packaging because of how the

Ident is complete and has been given a purpose for viewing as it will most likely link in some way tothe upcoming TV programme or Movie.

Re packaging is where the advert is taken back by the TV channel to apply a specific style of one or

more TV shows, most of the time the Ident will focus upon one upcoming programme that is to be

aired within the next few weeks such as a documentary or if it is round a seasonal period the Ident

of the TV channel will be a basic compilation of some of the best parts of the upcoming shows and

movies to try and gain the viewers attention and make them watch more of that one channel.



Dom Evans

One clear example of this is BBC Ones Christmas Idents where they show an Ident with footage that

firstly links with the seasonal and festive period then straight after run a compilation of footage from

up and coming TV shows and movies, to be more specific, parts that will either make the audience

laugh or something that links the programme to the festive period or to just generally entertain the

audience with shots from action based movies, this way the audience members will most likely stay

on the channel for a longer period of time or keep returning to the channel more frequently because

they have viewed a re-packaged Ident in which has gained their attention so they will return to the

channel to see what is being aired.

Scheduling

Scheduling with Idents is important because it gives the viewer an indication into what could be

aired after the viewing of the Ident.

With various TV channels having multiple Idents for different genre links, scheduling becomes

important due to how the Idents are produced to some way link to the upcoming Programme ormovie genre, the grey area of this is that not many viewers of TV even realise that Idents are

designed to link to the genre of the upcoming programme so they just simply think it is a different

Ident to keep the viewer entertained.

Scheduling the right Ident for the right programme is crucial for a TV company as for the viewers

who do know about TV Idents linking to the upcoming programme would become confused to a

small extent if the following scenario was to occur.

A Man gets home from work and sits down to watch a Horror movie on BBC one, but just before the

movie starts an Ident appears on screen, specifically the Ident which has hippos under water forminga circle, this type of Ident would most likely be used before a nature documentary or something

much softer than a horror movie.

From here the man is confused and believes he has made a mistake with his timing and scheduling,

but instead it is BBC Ones fault as they have made a critical error in which Idents they should be

displaying between TV programmes and movies.

Segmentation witithn Scheduling

Segmentation within scheduling is where a TV channels

collection of Idents is spread across the year depending on

the time of the year, seasonal period and what is to be

shown after the Idents Projection.

One example here could be with the use of the E4 Idents,

specifically the beach house one which shows elements of

stop motion animation by having objects move autonomously.This Ident would most likely be shown witithn the summer periods of the UK as a beach house is

located on the beach which is a popular location during the summer periods with sun and heat being

the influence towards people visiting. Another reason for this Ident being shown during the summer



Dom Evans

periods is probably down to how the British weather is highly unreliable, especially when you need it

to be sunny and to keep viewers feeling a little brighter they show this Ident.

Another way in which this Ident would be used is down to the genre or direct programme that is

being aired after its projection.

One example could be What Happens in sunny beach and Kavos which is a TV programme

documenting what young Brits get up to abroad and away from their parents, and as the name uses

the word sunny the beach house Ident from E4 would most likely be used before to give off some

link towards the audience members that something with maybe hot weather or a location near the

sea is to shown witithn the next upcoming programme.

Opportunities

Creation of Cooperate Identity

As every TV channel on the market and new upcoming TV channels have their own form or

cooperate Identity either through a logo or Ident collection, it allows for each of them to obtain

independency in their identities and not appear the same.

Another area of where creating a cooperate identity can take a TV channel up the media ladder is

based on what material they show upon their channel and how the ratings of the programmes are

doing because it becomes a games of cat and mouse with TV channels as one TV channel may be

showing movies for example many audience members are wanting to watch and due to this other

TV channels will feel a decline in viewers of their programs as everyone will have shifted to the

channel showing the movies.

Creating a cooperate Identity for your TV channel is highly recommended in the sense of your Ident

becoming big and well known based on whether the material you are showing the audience

members is admired by them or not and if it is your ratings will grow and your channel will be

acknowledged by more people around the world.

Display of text based information

When Idents display text based information on screen the two areas in whichthe design will focus on is whether the text is easy to read and at the same time

does it link with the given styles and themes.

For a channel such as BBC One, the text in which they display within their Idents

such as the channels name has to be as clear as possible but at the same time

link in with the current existing styles you see within their Idents.

This is down to how BBC One is the most popular TV channel in the UK and is

viewed by people of all ages and from that you get many people with visual

impairments, so to make the text within their Idents applicable towards every

viewer they had to thoroughly inspect certain elements of the text such as the



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background colour and the text colour itself as some colours used within text such as yellow on a

white background can be hard to read, even for people with 20/20 vision or better.

Also with the placement of the text being nearly always in the center of the Ident there are no

obscurities to cause the viewer to think it says something other than BBC One. Furthermore if you

notice that nearly every Ident BBC One show has a clear center to place the channels Logo in so that

it does not go from being easy to identify too hard as the center nearly always remains the same

throughout the duration of the Idents as shows in the example list above.

So for the channel name to be as clear as possible on screen for the viewers, the BBC One Ident

Designers produced a BBC One logo in bold white text as white text itself can be viewed on a huge

spectrum of colours with ease, but applying the bold effect to the text allowed for even more clarity

towards the viewer.

Branding of content

Branding of Content links directly to marketing,

Information and Entertainment-led as they are near

enough the same thing just more specific to their own

areas. Branding of content is simply taking products (TV

shows for example) and their adverts and applying the

brand name of the channel they are being aired on.

One example could be BBC Ones 2013 The Voice Ident

in which shows a clip of the judges rotating in their chair

then a blur fade into focus upon the stage microphone.From here the BBC One white bold logo appears around

the Microphone with a narrator talking about the show

and some brief information about other TV programmes

that will be aired after The Voice.

Reasoning into why TV channels such as BBC One

incorporate advert like footage of a specific programme

into their Idents is to notify the viewer mainly of how only that one channel shows that one show

and that if you are looking to watch The Voice you will have to go on to BBC One as they own all of

the broadcasting rights overall meaning they need to get as many viewers as possible to make theshow worth its contingency otherwise the show would be cancelled.

Creation of Tone

When it comes to the creation of tone for TV Idents the designers need to make sure that the Idents

once aired give off the right tone towards the audience members and that the image the audience

obtain is of a pleasant nature or something that links the Idents to the type of programmes they air.

With the creation of tone it is not only about the footage you see on screen but also the audio you

hear, for example BBC channels tend to play more of a jingle that only last about 3 seconds whereas

channels such as MTV will play a more upbeat piece of music to that will last up to 5 seconds in

length, this is used as a description tool towards the type of programmes they air which are much



Dom Evans

more youth orientated compared to the programmes their air upon BBC channels hence why they

use a jingle which comes across more pleasant towards a larger array of audience members of all

ages.

The tone in which TV channels chose to adopt are mainly based around the types of programmes

they air along with the target audience they have also chosen to adopt. From here the TV channel

Ident designers must make sure that both of these elements link simultaneously when the audience

are watching the Ident.

To make it easier for the Ident designers, focus groups are set up with audience members of all ages

to watch the completed Ident or suit of Idents run through and then give their opinion upon them.

From here the designers can obtain valuable information on what members of the general public

think about the current state of the Idents and what they feel should be done to improve them if

anything.

Appeal to target audience

Idents must appeal to the target audience in a pleasant and persuasive form so that the viewers do

not become deterred from watching the channel but persuaded to stay on the channel for longer.

Idents must have a target audience so that the Ident designers has something solid to focus on but

at the same time reflect the Idents into the different genre programmes in which that channel airs.

One example where an Ident would not appeal to the target audience is if a music channel such as

Scuzz was to show footage of a child playing with Barbie dolls with happy cheerful music as Scuzz is a

dedicated music channel for the genre of rock and metal music, so having an Ident that showsfootage of Barbie dolls will definitely not appeal to the target audience.

Although the BBC One Idents I feel hit the appeal to the target audience dead centre, reason being is

down to the range of footage they apply to their suit of Idents and the form in which they portray

the Idents along with the jingle they incorporate which adds to the comfort of the Idents.

Encouragement of brand loyalty

When it comes to brand loyalty and encouragement of brand loyalty, TV channels air programmes in

which viewers have admired for years such as Coronation Street, EastEnders and Emmerdale to try

and keep their ratings up as the aim of the game in the TV media industry is to obtain as many

viewers as possible to become the biggest and best TV channel in the country or world.

With programmes such as Coronation Street and Emmerdale having all of their broadcasting rights

owned by ITV this gives ITV automatic brand loyalty for these soaps because fans of the two soaps

will only be able to view full episodes if they watch ITV for when they are scheduled or ITV Player

which is online.

If any other channel was to air any footage from these two soaps ITV could automatically sue them

due to them not having any of the soaps broadcasting rights and failing to make purchasing enquires

towards either of the soaps.



Dom Evans

Encouragement of brand loyalty with TV channels is different in the sense of physical products brand

loyalty as with that you get yourself a deal such as 2 for 1 or half price but with TV channels their

encouragement of brand loyalty would be to show 2 episodes of one TV series or provide viewers

with an hour long episode of something that usually only last 30 minutes, this way the TV channels

gain appreciation from the viewers for airing more of their desired TV programme than usual and

this overall causes the viewer to return to the TV channel over another that may also air that same

programme but not encourage brand loyalty which would void the viewer returning.

Limitations

Typography

With the limitations in which the typography upon Idents face, it varies depending on the footage

applied to the Idents as the colours used within the footage for example cannot be to bright as the

text upon the Idents could then become hard to read and as Idents must be designed for people

with visual impairments in mind, from here the typography in which they apply to Idents then

becomes limited along with the designers creative ability.

Not only does the colour of the text and background colour within Idents matter but also the font

size and font used within Idents as a designer you may find that the font and font colour you have

used works really well together but at the same time is slightly hard to read and if you have 20/20

vision or better you will have the overall benefit into whether the text will be easily read by audience

members of all ages who will have visual impairments.

The font and font sizes used within Idents matter because they may come across as exceptional in

the aesthetical department towards the designer but if they are not clear enough for audiencemembers problems would arise and audience members would most easily become annoyed and

deterred from watching that TV channel because the audience member is either struggling to read

the text displayed on screen or is finding it unpleasant to view due to the colours sued for both the

text and the background.

Although TV Idents I feel remain at a basic level due to their time limits and their purposes I feel that

Idents Designers could create some much more interesting and entertaining Idents but due to the

limitations that are put before them in the area of visual impairments, Idents designers have to

conform to the rules of making sure that the typography of the Idents they design are easily

readable for all ages of people with all different types of visual impairments.



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Resolution

When it comes to the resolutions

that are used within TV Idents, Ident

designers will produce a suite of

Idents to their fullest ability based

on what information they have been

given and from there render each of

the individual Idents in to Different

resolutions.

The reason for this is down to how not every TV on the market has the same screen resolution so to

make sure Idents cover the entire screen depending on the user settings of the TV they will export

each of the Idents in different resolutions.

From the image I have displayed you can clearly see how the resolutions are split into fourcategories with standard-definition TV right up to Ultra-high-definition and with these categories

given give the Ident designers a range of resolutions to go by when the rendering process is initiated.

The limitations in which designers face with the resolutions they have to render each of the Idents in

revolves around how most people only have High Definition TVs up to 1080P and no further, with

very few people to date owning Ultra high Definition TVs so the limitations here are more on the

consumer end as Idents are also rendered in Ultra High definition but they cannot view them due to

their TVs only being High definition compatible and not further so for the designers it is more of a

time waster for them as they are most likely waiting hours on end for Idents to render in Ultra high

definition resolutions but in the end will most likely only be viewed very few times.

Colour

The colour limitations in which are presented towards

Ident designers are focused around whether the

audience members can Identify what the footage is and

whether they can read the text on screen with ease but

this all depends on the target audience as the younger

a target audience the more flexible and dynamic the

Ident designers can be with the Idents production.

Take the BBC One Idents for example for comparison

against the MTV Idents, all of the footage within each

of the BBC One Idents are easily Identifiable as something natural, man-made or a combination of

both with very little colour balance applied to the footage to give off a non-edited image towards

the audience members and to give a natural light effect, applying this allows for easy reading of the

bold white text they use within their logo which is nearly always centred upon the Idents.

This clearly comes across as Idents that are aimed at a much larger array of target audience

members due to the clarity of the Idents in which people of all ages and visual impairments should



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be able to Identify as a BBC One Ident, and not only from the narrator stating so unless the

impairments were severe.

With the MTV Idents, the colour limitations arevery few due to the target audience members

being of a specific age range from around 15 to 30

years old, and having a target audience age that

low allows MTV Ident designers to have much

more flexibility in their work also allowing their

creative minds to flow much better in the Idea

generation period of the Ident productions.

Size

The size of an Ident reflects straight back to resolution of an Ident in the sense of its physical size on

screen and how detailed the image is towards the audience member.

With this subheading I am going to go straight to the point on its limitations in which I feel are the

exact same as the resolution limitations which is that Ident designers are outputting sizes for Ultra

high definitions TVs which very few people around the world have and overall wasting time for

themselves and the TV channels they are working for. Despite it is not the actual designers wasting

time but more or less the clients (CEOs and other high ranking operators of the TV channels) who are

giving orders to the designers to output the Idents in sizes that are barley ever used by consumers

due to the technology not being within affordable price ranges at this point in time.

Other than the points previously stated there are very limited limitations of size with TV Idents as

long as the resolutions that they captured it (if footage based) are high enough to reach 1080P but

most professional studio cameras of today can record in much higher sizes and resolutions than the

very popular resolution of 1080P .But as very few people around the world have ultra-high definition

TVs the rendering of those sizes are what see as currently pointless.

Aspect-Ratio

When it comes to the aspect ratio and the limitations in which are upheld by this, the aspect ratio

overall limits the resolution of the Idents in which are produced by their designers.

To be more specific Ident designers conform to resolutions given via their client who work for the

same TV channel as them. From here the designer must conform to the given resolutions that reflect

a specific aspect ratio, if the designer does not render the Idents to the specific resolutions given this

could create a draw back for the deadline date set by the client which could potentially limit what

Idents are aired on TV if the Idents are of a new suite as aspect ratios are constraints on resolution of

how flexible than can.



Dom Evans

Analogue and Digital recording and transmission systems

Analogue recording to date is no longer used in the TV media industry in

the UK due to technological upgrades with digital recording taking over.

Analogue recording was simply just footage being captured on tape form

over hard drive form which is now used across the entire UK to record

footage for TV purposes, although some studio cameras to date still use

analogue recording equipment which is then converted into digital

footage.

The limitations of digital recording and transmission systems is that digital footage has a higher bit

rate over its analogue counterpart as it takes longer for the footage to be transmitted to homes

across the UK.

This is barely noticeable though through what you see on your TV screen but sometimes you may

notice a lag in the footage; this would most likely be down to how the footage you are watching is ofa high quality such as 720p which will transmit slower than 720I footage and resolutions below that

depending on the location you live in.

But as transmission systems technology grows, eventually you will be able to watch ultra-high

definition footage on your TV without any problems occurring such as lag or freezing of the footage.

Even if the footage is being transmitted live as problems can still occur, as live transmissions

captured through digital equipment still freeze on TV depending on how far the transmission has to

travel to its intended destination.

Creative Communication

Enhancing ideas

When it comes to creating Idents, Ident designers who are working in

teams will discuss elements that they feel will apply a positive towards

the completed products.

Ident designers inform one another of the ideas in which they have

generated which could potentially increase the overall liking of an

Ident design, these enhancement Ideas could have very small visual

value towards audience members but could communicated a message towards the audience

members that is much more effective that originally realised.

After executive producers of Idents (the client) have spoken with the Ident designers they will most

likely inform each other of what metal image they are obtaining from one another and from their

make small comments on what could potential be added to enhance the design ideas .



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Pushing the technology

In todays world we have computer technology we would have never seen come 60 years ago, and

given that we are able to replicate what looks like real footage but is simply CGI at its highest ability

given the programme used such as Adobe After Effects which is the industry standard for applying

realistic effects to real life footage that would not normally be applicable due to reality defying that

matter.

As this is so, clients of Idents are now fully able to let their creative minds fly as nearly any form of

footage that we know to date is apply able due to given editing programs.

In the sense of pushing the technology a client may devise and idea for a new Ident that they want

upon their TV channel, but the form in which they describe it to the designer could become harder

than realised. Reason being is that the client may speak of their Idea with very distant connection to

any form of footage real, CGI or animation based which the designer may find hard to understand at

first as they would most likely try and compare it to an already existing form of motion footage suchas anime or stop motion animation.

From here the client would disagree with the designer and attempt to describe the type of footage

they are looking for using very creative lingo which the designer would understand, and from that

point it would cause the designer to create potentially a new form of motion based footage within a

programme such as Adobe After Effects or some form of animation based editing programme.

Communicating visual ideas to a non-visual audience

With Communicating visual ideas to a non-visual audience,

this area relies upon feedback entirely, so thing such as

focus groups, questionnaires and other forms of primary

research are essential to obtain the opinions of what the

viewers think about an Ident or a suite of Idents.

This process is undertaken before the distribution of the

completed product so that Ident designer can make any

needed alterations that need doing (if any) based on the

feedback they have received from target audience

members.

Obtaining this feedback information is vital towards the TV channel as they may have their own idea

of how they want the Ident to appear on screen, but the target audience may have a completely

different Idea, but most of the time the ideas generated from the client and the Ident designer are

very close to what the target audience would call exceptional for output towards TV.
http://halfagiraffe.tv/wp-content/uploads/2010/10/FocusGroup1.jpg



Dom Evans

Creating under pressure of time and budget.

When Ident designers are given the task of producing a new suite of Idents, they will

be given a deadline and budget to work with, but given this, designers can find it hard

to produce anything of what they feel is worthy for usage upon the TV channel they

are currently working for, and the harder they find it to produce footage the more of

the budget is used along with the time frame given to them to produce it all within.

If this is to occur the designer will most likely return to the client for more inspirational

ideas or maybe set up focus groups with members of the target audience giving their

opinion on what they feel the Idents should contain.

When the Ident designer or designers are given a time frame to work within and a

budget to work with, these two amounts will more or less define the depth in which the

designers can go to before they deplete both attributes given to complete the Ident or

Idents. For example, the less time and money given to an Ident designer will mean the less depth ofIdea generation they will have to explore and the less testing they will have to conduct due to the

smaller budget.

Although if the designer feels that they are really getting somewhere with the Idea generation for an

Ident but are running low on time, they will most likely inform their client of the situation and try

and persuade the client to extend the deadline date and also the budget which will be negotiated

and settled on depending on whether the client feel that the designer is really getting somewhere

based on sketches and research they have produced.

Appealing to a target audience

When it comes to making an Ident appealing towards the target audience, the best way as

previously stated under the Communicating visual ideas to a non-visual audience heading is to

conduct primary research in the forms of Focus groups and questionnaires in which a variety of

target audience members can voice their opinion on the Ident which has been produced up to a set

point where the designers and client feel that there is not much else they can apply towards it but

maybe make alterations based on the feedback from target audience members.

In a focus group the target audience members will be subjected to the display of an Ident or a suite

of Idents in which they will state their opinions upon the Idents and if there is anything that they feel

should be altered for a better outcome.

By doing this the designers are able to make the Idents appealing towards the target audience

directly because they are obtaining the target audiences opinion straight up over making

assumptions based on stereotypes and ages and other attributes to represent the target audience.



Dom Evans

Appreciation of desired tone

When target audience members come round to viewing a brand new Ident on TV, the tone given off

from the Ident is vital as the wrong tone can easily deter audience member from wanting to stay on

that desired channel which they first valued.

So to make sure that the target audience members obtain their desired tone, focus groups are set up

for them to view the Ident in which they can state if they feel the tone given off isnt lively enough

for example or if they feel that it gives of a tone more towards genres of TV media in which that TV

channel do not display, for example BBC One and horror movies.

If the target audience feel that the tone given off links very well with the genres of programmes in

which they display the target audience will overall appreciate that and show some form of praise

towards the designer.

Given the desired tone is a form of feedback towards the target audience members meaning that

they will want to feel some form of inducement when viewing the Ident in preparation form the next

scheduled programme overall making them potentially enjoy the programme more based on how

much they already admire that programme.

Overall obtaining the desired tone of the target audience is needed to keep ratings up and making

sure that the Ident somehow some way links to the next scheduled programme whether its based

on the genre of the programme or the style in which the programme upholds.

unit 32 assignment 1 task 1 the purpose and nature of ident design

Documents

ident productions

nature of ident designhttp

tv idents

tv channel of bbcone

tv channel youare

watchingis bbc

time twopeople

audience members