Ident evaluation

Motion Graphic Evaluation Task 2I have analysed three different types of the same motion graphic and will be discussing anddescribing them in this article, the type of graphic I chose is idents.The first ident I analysed is one from BBC3 which I found on the Ident Gallery. The graphichas no real use of text with the exception of the BBC Three logo which has to be includedanyway, this is done because text isn’t really necessary in an ident because it is only a veryshort graphic that is mint to sum up a channel with images. The graphic is basically a smallplanet and the camera moves across the planet showing the things on it, the camera movesaround the planet as if it were round as opposed to it being a flat planet. At first we seesome coral and some trees with a car parked near them, as it moves further across somelarge colourful appear out of the ground, this is done because the channel in general isaimed mainly at teenage girls and a dull graphic with little or no colour isn’t going to interestthem. After that we see a road in between some large buildings and also there is a largeplant and a large speaker, the large speaker is there to represent music, concerts andparties which are all things that interest teenage girls. The camera moves across the planetas the road continues where we see a cardboard box on the right of the road and morebuildings on the left, there are also tubes with bright colours flowing through them on bothsides of the road, this continues the bright colours effect and links to the target audience. Asthe camera gets to its end we see a bright coloured BBC3 logo and a large puddle of pinkliquid spills onto the floor, once again representing bright colours effect. The BBC3 logowhich is basically made out of tubes becomes filled with pink liquid as well, there are somelarge screens to the right that look like either cameras or wide TV’s, this appeals to thetarget audience because most teenagers watch lots of television or use cameras often.Once the BBC3 logo has been filled with colour the graphic basically finished. The cameramoves quite quickly through the planet because it tries to cram in as much as possible. Ithink this graphic is the best of the three I have analysed because it best sums up it’schannel and includes the best use of techniques whereas the other don’t use manytechniques, I think it is very well made.Techniques used include animation which is used throughout the graphic, more or lesseverything we see in the graphic is animated, this links to the target audience because itshould appeal more to teenagers instead of just being plain and boring. Visual effects areused for things like the bright colours and the sparkling of the colours which links to thetarget audience and the bright colours effect. There is movement in the graphic such as thecamera moving across the planet and the things on the planet moving, it’s used to include abit more in the graphic and stop it from being boring and dull. Rotation is partially usedbecause the camera moves around the planet as if it were round which is essentially thecamera rotating around the planet, it is done so we see more of the planet and what’s on it.I have linked this to my E-Stings motion graphic because BBC3 is aimed at teenagers (mainlyfemales but some males) and E4 has a very similar target audience so I know what needs to

be included in order for it to fully appeal to the target audience. I included things such asbright colours, plenty of movement and animation in my E-Stings motion graphic, all thingsthat were included in the BBC3 ident.The second ident I analysed is one from channel 4 which I found on the Ident Gallery.Likewise to the BBC3 ident there is no use of text other than the logo (channel 4 in this case)for the same reasons, it is not used much in idents. The graphic starts with a road in a busycity centre where we can see lots of cars driving up it. The cars are centered at the bottomof the screen and we can see tall buildings and sky above them which take up more of thegraphic. Channel 4 is more of a mature channel for adults, about 22-45 would be an averageage, it has appealed to the audience with the cars and the road in the town centre which issomething a lot of working adults will see daily when they go to work. The graphic is moreor less the same throughout but it goes under an arch with sign posts on and then under abridge at another point, for a bit of variety and to make it more realistic. After it comes outfrom under the bridge, we can see what looks like pieces of buildings merging to create the4 logo in the sky. The camera follows the same one taxi throughout the majority of thegraphic, other cars come and go but that one taxi is nearly always in shot, this is calledcontinuity. It is a very different theme from the BBC3 ident because the target audience’sare very different, this one being a more mature audience. The BBC3 ident had lots of brightcolours and younger themes in such as the flowers and speakers whereas this one is veryrealistic and includes things as such as cars, buildings and a town centre and no real brightcolours. It has a similar motion to the BBC3 ident though because it’s the camera movingthrough something for most of the graphic which it does with the planet in the BBC3 graphicand the town centre in the channel 4 graphic, this is because most idents are quite similar. Ithink this graphic is a good one because it is well made for a more mature audience and isvery different to the other two graphics because it’s aimed at an older audience, there isn’ta big use of techniques but it’s not essential because the target audience wouldn’t be veryinterested in a graphic that uses a load of techniques. It’s not my favourite of the threegraphics but I think it’s well made.The only technique used in the Channel 4 ident is movement. Most things in the graphic aremoving, the camera of course and the main focus which is the cars are constantly moving.You can see things in the background moving too though such as people moving and youcan see a few things being blown by the wind. This is done for two reasons, one being tomake sure the graphic isn’t boring and to make sure there is something happening,something to focus on. The second reason is because it makes it realistic, in a town centrelike that it would normally be busy and everyone and everything would be constantlymoving. In the BBC3 graphic there are quite a few techniques used whereas there aren’treally many on this one. That’s because the BBC3 target audience required visual effects andanimation to make it appeal more to that audience whereas the audience channel 4 aren’ttoo bothered about visual effects.

This isn’t a graphic that will help me gain of understanding of what to do in my E-Stingsbecause the target audience is different to that of E4, it does however give me an idea forthe future of what themes to include when making a motion graphic aimed at a slightlyolder target audience. Quite a few techniques are used and it has given me a betterunderstanding of them.The third and final ident I analysed is one from ITV1 which I found on the Ident Gallery.Likewise to BBC3 and Channel 4’s idents, there is no use of text other than the logo of theTV channel used. The graphic begins in a dodgem cars arena and we can see lots of dodgemcars lined up at either side, two of them move out into the centre but avoid each other thaneach row comes out quickly and shortly all of the cars are out in the centre of the arena.Most of the cars just dodge eachother but some of them hit eachother and most of themstart spinning around for a while. Like the BBC3 ident quite a lot of bright colours are used,the lights on the side of the dodgems, because ITV1 could be aimed at almost anybody overthe age of about 12 so it is a lot easier to make a graphic for it. This particular one isprobably aimed at a slightly younger audience because of the bright colours and becausedodgem cars is something that would appeal to younger people rather than adults. The carscontinue to spin around as two in the centre crash into eachother and then the ITV1 logoappears and stays for a few seconds until the graphic has finished. The graphic is made tocatch attention because of the bright lights moving around which could just catch the cornerof your eye and it might make you want to watch if you weren’t already. It is quite similar tothe BBC3 ident because of the younger theme but it isn’t animated and it isn’t focussedprimarily on females like BBC3, and it’s one that adults will see because they also watch ITVso they didn’t use too many young themes. I think this ident is very good because it’s asimple idea and looks very good, it appeals well to the audience which is quite a youngaudience and uses a few techniques to make it better.The main technique used, likewise to the channel 4 ident is movement, the dodgem cars areconstantly moving right after the start which is done to keep the graphic moving and holdaudience’s attention. It is also done to help might the bright colours stand out more andmake them slightly mesmerising which all helps hold the audience’s attention. Like theChannel 4 ident, not a large amount of techniques have been used because they don’t reallyneed visual effects for the kind of graphic it is and partially because it will be seen by anolder audience as well and they have no real interest in visual effects. Rotation is also usedas the dodgem cars are rotating almost all the way through the graphic, this adds to theeffect of making the bright lights look mesmerising and hold your attention. Rotation isanother technique which is used in the majority of motion graphics which shows it is quite abasic graphic because it uses only the techniques which are used commonly.This graphic has had some effect on my E-Stings motion graphic because again it is aimed ata slightly younger audience and shows me what needs to be included to appeal thataudience e.g. bright colours. The main difference being that the BB3 ident is animated and

that is the ident that has most influenced my E-Stings graphic, this one has helped howeverbecause it shows me what techniques should be included and has also give me some helpfor future graphics. It also shows me how to create a non-animated graphic which is aimedpredominantly at a younger audience but will be seen by an older audience.All three of these graphics are very different but are the same type of graphic which showshow many techniques you can include to make your graphics different. They have allinfluenced my E-Stings motion graphic in one way or another.

Ident evaluation

by smashingentertainment on Jun 15, 2012

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Ident evaluation Document Transcript