Prep 4.3 Task 2b: Reading and pre-negotiating the brief

The brief: CTK are planning to launch their own digital TV channel for promotional videos for prospective students. They approached you to research and produce a suite of Idents to brand their channel targeting 15-19 years students of both genders from SE London.  You will have to consider the requirements of your client and work closely with them to fulfil the promotional purpose of the product. You will need to negotiate and agree a theme and design for a suite of 4 seasonal Idents that establishes consistency in the brand identity of the channel and appeals to its target audience, encouraging them to consider CTK as a place to study.  You must plan and produce the suite of idents that use stop motion animation and/or live video, negotiating creative changes with the client deliver to the project to deadline that fulfill the brief. Each Ident should be approximately 30 seconds and you will initially have a budget of £50. 



As it's a seasonal suit of idents:

theme: togetherness, handwork, endurance, practice makes perfect.

1st ident: winter: shows exam periods as student are usually doing exams at this point in time. this will feature shot of student going through their study process. school classes, ldc time, group gather on work.but christmas spirit theme.

2nd ident: Summer: you can have the preparation of coming back to college refreshed and ready to continue learning. this ident could show student gathering the necessary materials needed on returning to college.

3rd ident: Autumn: you could have a sports day showing a couple of students competing in tasks to show either one of these themes -  togetherness, handwork, endurance, practice makes perfect.

4th ident:Spring: this could be all about showing ct. graces through the eyes of the students. grit, respect, assurance, curiosity, endeavour and self control.

Unit 5 - Task 1A: Brief Analysis (VLOG)

The Grid: Tetris

Vlog

UNIT 29: Annotated Music Brief

UNIT 29: Annotated Music Brief from WMT Productions

Task 1B - Design and Purpose of Idents report, 2a - opportunities, 2b - limitations

The purpose of an ident is to represent the channel they are promoting. in which they are usually placed before a programme starts to act as a reminder of what channel it is and what it consists of. the purpose of idents is not just to represent its channels brand it includes the marketing, brand loyalty, branding, packaging and re-packaging and scheduling. these all full under what an ident consists of if broken down.

The design appeal of an ident is how it engages it target audience, implying that it involves interaction with consumers, information led and entertainment led, space and time. therefore, all these aspects are within the design of an ident allowing it to suit the channels guidelines and the channels set target audience.

DISNEY Ident

This shows some Disney characters come sit as if they were in a movie theatre watch the opening ident of Disneyland resort. you are able to see the shadows of the characters which allows you to recognise the characters seen but if that doesn't help you also can hear their voices of them as they seat in the cinema.


Entertainment led - This ident is very different as you have the Disney characters set walking into a theatre watching the Walt Disney pictures ident in which is entertainment led as it different and unique as you see the Disney characters shadows and hear their distinct voice as they fight for seats in the theatre but seem to calm down when the brand is about to come on. on the other hand, it is not information led as there is no voice overs only the Disney characters voices as they fight for seats.

However, you could say it is interactive as they use a controller to resemble you as the audience starting the movie and because this ident will be played before the film because it is showing who created the film with their logo.

Identity -The brand was set in the middle of the screen which has been over the years in which it shows a trend. The identity is implying what that channel has to offer consumers and what its about.

There is no scheduling for this programme only the fact that it is entertainment led due to the type of audience in which the brand is presenting their product to and because they are more focused on the interaction with target audiences more than the information. Furthermore, there is no density of information as there is no information heard during the ident because of the audience in which they air their product to.

NICKELODEON

This ident is different as it shows audiences what shows are in this brand. so what you see on screen is what you will find in this channel. At the end of the ident as soon as the logo comes up a voice over of a group of people is heard expelling the name of the logo. It’s like a game for kids to guess what show is being shown. I think they used this to gather interactiveness with audiences that this product appeals to.

The tone - of this ident is that of very playful and relaxed de to the target audience in which the brand is trying to appeal to.

The colour - that represent this ident are very bright and vibrant in which reflects their audience clearly and allows target audiences to keep engaged in what being seen. this is because this type of target audience has a short attention span.The ident is 35 seconds long which is short but is enough to show it's audience what the channel has in store for them.

Marketing - Marketing is when you advertise a particular product and sell it to their target audiences to create mass awareness for the brand. In this case Nickelodeon uses marketing to put the faces of each character from different shows that are shown on this channel to show audiences what they have to offer. you could relate it to interaction with viewers as it acts as a reminder for audiences about their favourite characters and shows on Nickelodeon leaving them craving for more and allowing the access of Brand loyalty.




BBC THREE

Appeal to target audiences - This BBC three ident relates to a young youth audience with an age around 16-30 years old as the brand 'BBC three' is presented in informal bold text and its distinguished vibrant pink colour. It also shows a spherical object which can be portrayed as earth as wildlife is seen. the clouds precipitate that of a childish immature theme. This ident also reinforces its output to a mass audience as it has a duty to provide content to its target audience allowing consumer loyalty, the symbolic sphere represent the world and the plug being plugged in expresses you as the consumer that you should be plugged in and engaged into what this channel has to offer you as a consumer.

In addition, there are different aspects within the ident/animation, providing information about the target audience and their programmes interests however you could also say that because the design of the ident is purely animation, with no integration of real-life locations, nature and people portrays that they aim to appeal a wide audience expressing: any ethnicity, gender and to anyone around the world.

the density of information given is that of 20 seconds which is suited for the type of audience the ident is dealing with as they don't have long attention spans which will make them loose interest if there were to be bombarded with too much information to take in so it was good that the information was delivered within 20 seconds.

Entertainment Led - I feel that this ident was mostly entertainment led but it also had the aspect of being information-led as it was delivering to audiences was going to be seen next.

segmentation - is the dividing of areas of marketing into parts, for a particular company. the reason in which segmentation is used is to find a suitable audience however in this ident I don't think segmentation was used as the BBC three aim at a large audience as their idents are based on animation with no integration of real-life things.

Branding of content - the branding of the channel was noticed on the spherical object which is seen to represent earth express that the BBC three wants to broadcast or broadcast to a large audience share.

BBC THREE RE-BRANDED

Re-branded - In this I dent we come to see that BBC Three have altered their ways from past idents to come up with a new look hence the word 'Rebranded' which implies the changing of the image of a company or TV channel. Rebranding is the remake/new look and feel for an established product or service. In other words, a completely new image. The aim of rebranding a TV channel is to draw consumers and allow consumers to consumers to continue with their loyalty towards the brand. Also over time BBC Three will have to rebrand their channel brand again as their target audience will be growing, changing and ageing so you want to rebrand in favour of your audience to keep set trends and allow the flow of consumer loyalty towards your brand. furthermore, when creating brand loyalty for a channel, you need to make sure you have your target audience in mind meaning that the new idea/plan must appeal to that audience by understanding their demographic, nature and how they stream their content: live, catch up TV, app. They also re-brand their channel to match seasons for example when it's Christmas, Halloween, Easter in which the idents will change to suit the aspect.

The BBC Three logo used to be in capitals and it used to be blue, considering it target audience is that of a young audience they re-branded their product to suit them by changing the capitals to lower case symbolising they are represent and informal audience and they changed the background colour of their logo from blue to pink because pink emits a very bright and radiant feeling in which could be seen to reflect audiences.

This shows an opinion of what an individual thought about the re-branded product for BBC three.

Evaluation- I conclude that from the information I have found, I'am of the view that every ident for different channels are different in their own way as target audience in which they are presenting there product to will be different. I have also noticed that some idents focus more on entertainment than the information In which links with marketing. lastly, idents are made for different purposes, where it's made for entertainment led or information led or even to just be up to date with the new technology (rebranding).

2a - Opportunities

Creation of corporate identity

One of the first opportunities that I am going to be talking about in terms of having an ident for a television channel is the creation of corporate identify. The ident is expressing the channel's brand; having this is very important because it influences users to act and remain loyal to the channel (brand loyalty), the BBC allows the audience to become familiar with the logo therefore they will automatically know what channel it is, in which would make viewers want to stay tuned in with this channel. The reason why it is recommended as a opportunity is because not only does it communicate the aims and value of any television channel, it will allow the ident become well known (wider audience share).

Idents by The BBC One that was released back in 2006, at the time were based around circles because it was recognisable and it was consistent for a certain amount of time allowing audiences to recognise it.

Creation of tone:

Creation of tone is the feeling and mood given off from an ident appealing and engaging the set target audience, whether it is childish, formal, relaxed, parody, and comedic. This is very important because it gives an insight to how the target audience will feel about the ident. The ident must be very clear and bold when trying to get their message across to viewers otherwise they could miss interpret it. For an example the ident for; Sumo.TV’ in which is always presented as an animation, which is consistent throughout the suit of idents and the tone of the idents are parody because they want to appeal to their target audience by meeting their needs of making them laugh.

Encouragement of brand loyalty:

Encouragement of brand loyalty is to do with the visuals that the target audience see, in which has to be consistent as it helps remind the target audience of your channel and makes them watch the channel more frequently. A good example of an ident that creates encouragement of brand loyalty is Channel 5’s Celebrity Big Brother as the voiceover broadcastd that this show is going to be shown next week and by doing that, it does build the audience's expectations of wanting to see the next episode.

Branding of content:

Branding of content is the identity of a particular program on that channel which belongs to specific channel. So the ident uses that TV channel in their ident to promote it, therefore branding of content is revolved around marketing because using that program in the ident not just promotes the channel but it promotes the program itself as well.

Appeal to target audience:

Appeal to target audience is another opportunity. Appealing to the target audience is important because it allows audience to know what the channel is about. Dents must appeal to the target audience in a persuasive form so that the consumes do not deter away from their channel but they should persuade them to stay longer on that channel. they also need a target audience so that they can focus on a set audience and range their ideas to suit that audience but at the same time reflect the different genres of programmes within that channel.A perfect example for this is shown through Disney channel. The reason why Disney channel appeals to their target audience is because in their idents they have the characters from different programs in it which is a way of showing what the channel has to offer and also because of its set target audience. 

2b) Limitations



Size - knowing your target audience is also very important as it will help you determine what they use to stream your product via: laptop, mobile in which will allow you to determine the aspect ratio in which you broadcast your channel. The size of an ident reflects straight back to resolution of an ident in the sense that the size seen on screen and how detailed the image quality is portrayed towards audiences. I feel that size plays a huge role in resolution in this modern period as the size affect the output quality.

Aspect ratio expresses the width to the height of the image portrayed on screen with a Tv channel ident. Overall aspect ratio limits the resolution of dents produced as ident designers are limited to the specified resolution given to them via a brief from the tv company they work for. if the ident designer doesn't not comply with the brief and decides to be creative and use his resolution the date of submission will be set back as instruction where not followed which could limit what is broadcasted on tv channel as most channels have a set aspect ratio. Aspect Ratio - the oldest aspect ratio is: 4:3 (box screen tv's)

there are also others such as: 4:3 (1.33:1) and 21:9 (2.35:1)

the standard aspect ratio is: 16:9 (rectangle)
Aspect ratio is a limitation as sometimes channels have black bars in which then has to be cropped so video or film can fit the screen hence the cropping out of the black bars and stretched in which will distort the quality and introduce pixilation. Another limitation is that ident designers will have to render each ident to be that high definition quality (1080p). This is usually because tv only revolves around High definition quality. 

Typography - typography is very important as it helps audiences determine who the product is aimed for and which target audience the product appeals to. this can be expressed through the way the typography is presented via the ident or if the typography is lower case or upper case (telling audiences if it is serious or un-serious for viewers determining the target audience).lastly, the colour also plays an huge role as it influences who the target audience is for example bright colours such as blue and red and joined up handwriting can be related to students or kids as it is relaxed and playful. The limitations of typography is that it has to be recognisable, readable and easy to understand to create and convey the brand identity of its channel in which it must appeal to its target audience. the typography aspect must also fall in line to suit the idents as it will be staying with the channels guidelines. If audiences cannot read the typography, problems could occur leading audiences to want to deviate away from that particular channel as the message that is trying to come across to the intended target audience is not clear for consumers to understand.

Colour - The main reason why colour is a limitation is because when it come to ident design, you need to pick a set of colours (safe colours) for your ident so it can be saturated during post- production of making the ident but the broadcaster will have to choose colours that fall under the brand channels brief of colours to use to distugish the brand from other products. An good example of this is shown via Channel 4's Tokyo ident. colour is also very important as it is means in which younger audiences use to recognise and remember a specific channel as if a particular tv channel stands out due to the bright colours and themes used it connotes the type of audience in which they are broadcasting too. However you have to be carefully that your colour choice is suitable to the brief guidelines as some tv channels are not broadcast safe meaning they will pixelate and distort footage making product look unprofessional and a low quality budget production.

Resolution - Resolution is about the idents visual side becoming more appealing and engaging to the consumers viewing the ident and for the ident to keep up to date with the modern era because of the fact that technology has improved and id forever changing also it is becoming more creative therefore audiences would want to see a more creative and exciting things. The reason to why resolution is a limtation is because it shows every detail that the ident has which could be time consuming and would grasp the focus of the audience away from the channels logo as its graphic side is more appealing. Resolution is what is used now in the word as it appeals more to audiences as visuals now can be viewed in  720p,1080p or even 4k. However, it is also an limitation as there is too much attention being spent one the quality rather than spending it on try to get the message the ident is trying to send across to consumer in which will also consume a lot more time.

3c (part 2)

3c) Mind map out in groups of 4 – look for similarities and differences. Write a conclusion comparing and assess - ‘How to Design a Suite of Idents” explaining the key requirements for designing a successful/effective Ident as a Youtube Instructional Video. Each student takes 1 aspect.

8) How effective the design of the suite is?

Through, looking at my and my groups examples I'am able to conclude that the effectiveness of a suit of idents design is very important as it allows audiences to be able to gather a sense of understanding about the product being broadcasted at hand. The suites of idents for Sumo.Tv, BBC Three, BBC One, ITV and Film 4 all have a purpose to why their design of there suite of idents is deemed effective. This is because the design is about the concept of understanding each individual suite of idents target audience in order to create a suitable design that will appeal and engage the attention of the audiences your broadcasting to. Furthermore, I noticed that what they all have in common is that all the channels designs are made to suit an audience for example sumo.tv reflects that of an relaxed, funny, silly but humorous which captures their target audience, while like on the other hand, the BBC will reflect themselves through 'Unity' in which has been continuous through out the suite. So the design of ones suite of idents has to engage and appeal to their set target audience as thats who they are trying to appeal to by satisfying there needs and wants. Lastly, the design of an ident is very important because it is the main way in which a company can get their message of the purpose of their ident across to audiences and will be representing the companies image.
The key things you should keep in mind when referring to design are:

• Tempo
• Audience interaction
• Density
• Information - led or Entertainment - led
• Space and Time

The design of the ident is key as it allows you to be able to show that you are able to understand your consumers/audiences by reflect your product for them and appealing to there wants and needs in which will lead to brand loyalty.

9) How effective the design of the suite is? (Typography, pace, density of information, brand identity)




I am able to come to a conclusion that an ident has different aspects in which they pin point all their attention into to gather the appeal of their set out target audience i came to this result as to what me and my fellow team members have researched and found out proving that Typography, pace, density of information, and brand identity is recognised in the design process of a suite of idents. Its important that a suit of idents must recognise its audience as this is which they are advertising and selling/marketing their product to, to make consumers want more and be able to distinguish you products brand from others. I have noticed that the suites of idents for Sumo.Tv, BBC Three, BBC One, ITV and Film 4 all have a certain way of appealing to their audience as Sumo.Tv theme is relaxed, funny, silly and played back but they didn't incorporate density of information due to their audience they are appealing to. However, the typography was colourful and joined up which could relate to an young audience also the pace was quite fast as the idents where brief and humours which mainly showed the visual side rather than information due to audience. compared to BBC Three which is focused on young audiences 16-34 year-olds are it's centre of gravity because the typography appeals and is attractive to a vast amount of people allowing them to recognise the product at hand. 

So yes, I can strongly agree that Typography, pace, density of information, helps to distinguish the design of an suit of idents allowing  audiences to enjoy their product to their full ability.