1. Television Idents
Benedict Terry

2. Learning Outcome 1 - CRITERIA
Design & Purpose

3. Learning Outcome 1 - INTRO
• In this section you will discuss and explain the overall issues
regarding the design and purpose of television idents. You are to
respond to the questions set in the template. You are encouraged to
add extra slides where necessary and add images to illustrate your
points.
• You should use your notes to help you formulate your responses,
based on the following areas:
• Design: density of information; space and time; screen tempo; interaction
with viewers; information-led; entertainment-led
• Purpose: identity; branding; marketing; packaging and re-packaging;
scheduling; segmentation within scheduling

4. Purposes Q1
• Outline the core purposes of television idents [e.g. branding/identity for a
channel, conveying the channel’s personality, retaining viewers, informing
viewers, segmentation of broadcasting]
• The obvious purpose of a channel ident is to show the channel that the viewer is
watching. However, in recent years, their technical quality has increased to
feature visual elements that showcase what the channel is about. This is with the
intention of keeping the viewer on that channel due to ever-increasing
competition for ratings between the hundreds of channels available for viewing.
They might show the latest in digital editing and effects to show the channel is
cutting edge or arrange actors in such a way to emphasize the name of the
channel, especially if it has a number in it, such as BBC1 or Viacom’s Channel 5.
They also feature either a commentator or visual titles to say what show is about
to come up.

5. Purposes Q2
• Explain some of the developments in broadcasting that have led to type of
channel branding and use of idents we see today
• In the early days of television, there were very few channels. From 1936 to
1955 the BBC were the only channel and there were still very few channels
up to the 1990s. As a result, attractive idents were not required to keep the
audience’s attention, especially since those effects were very expensive.
Instead, brief films were shown between programs. Over the years, the
number of channels increased and so more dynamic idents were required to
keep the audiences attention and rake in ratings. With digital graphics
reaching the mainstream in the 1980s, TV idents for the BBC and ITV among
others took advantage of quicker and easier production of engaging
graphics. First starting with moving text in the 80s, then CGI effects started
use just before the 90s with BBC1’s Computer Generated World ident in
1985. Conceptual idents became a mainstay in the 2000s with BBC1’s
‘Rhythm and Movement’ in 2002 and the classic ‘Circle’ idents from 2006 to
2016.

6. BBC1
• Describe the current BBC1 ident design. How does this reflect the
brand/identity of the channel? Why do you think have chosen to do this?
How does it compare to other channels
• BBC1 idents are designed with universal and family appeal in mind. During
their run, a continuity announcer in received English gives clear and brief
information about the show that is about to appear. The ident has a specific
theme regarding it and an image style that changes every few years. In the
current series of idents, the theme is ‘oneness’ and they feature a group of
people, specifically labeled so people know who they are, engaged in the
same activity, such as dancing or bird-watching among other activities.
These idents are not meant to be challenging in any way to look at, so are
meant to comfort the viewer into what is coming up.
‘Rhythm and movement’ ident, 2002-2006 ‘Circles’ ident, 2007-2016 ‘Oneness’ ident, 2017-

7. BBC2
• This about the design and style of the BBC 2 idents we discussed, what do
they represent and how does this reflect the channel?
• Being separate to BBC1 but owned by the same company, it is expected that
BBC2 is a more youth oriented version of the former, so the idents should
reflect that. The nature of the idents themselves is surreal, as it puts heavy
emphasis on the ‘two’ by placing it in various scenarios, such as latte art, the
zipper of a tent or a bug zapper. This is likely to symbolize that BBC2 can
adapt itself to anything it chooses with an effective result. Like BBC1, there is
a continuity announcer with a received English accent to keep the formal
tone the BBC is more known for so people know it’s the BBC.
‘Physical two’ idents 2015-‘Window on the world’ idents 2007-
2014
‘Personality’ idents 2002-2006

8. ITV
• Considering the ITV idents we watched, what does this say about the
channel? How does this compare to BBC1 or Channel 4? How have the ITV
idents changed since the versions we watched? Why do you think this is?
• Being a completely different channel from BBC1, ITV’s ident are also,
understandably different in appearance and concept. Starting with shots of
anonymous actors or items, the logo is gradually revealed with each letter
on separate layers to allow them to fade in individually. There is also an
organic colour palette visible. Much like BBC1, there is a continuity
announcer announcing upcoming content, but unlike BBC1, there are usually
multiple announcers with different accents to appeal to a wider audience.
The modern ident is very similar to the present BBC1 ident.
Current ident, 2013-‘Block’ ident, 2006-2013‘Cloud’ ident, 2002-2004

9. Channel 4
• What do you think about the Channel 4 ident designs? How do they reflect
the channel’s identity? What do they convey about the channel?
• Unlike the comforts of BBC or ITV, Channel 4 has a more experimental and
conceptual. Usually featuring energizing music accompanying the visuals to
create a mysterious atmosphere, it usually features the different abstract
portions of the logo individually before joining them all together to the end.
In modern examples, the logo is never fully completed, instead only
featuring the pieces in multiple scenes, such as a natural setting or a
mechanical setting. Usually, the idents have a sharp and progressive colour
palette to attract the viewers’ attention.
2004-2009 physical logo ident 2010- 2014 digital logo ident 2015- abstract logo ident

10. Channel 5
• What do you think about the Channel 5 ident designs? How do they reflect
the channel’s identity? What do they convey about the channel?
• As it is owned by a large American company, Channel 5’s idents are
considerably different from its peers, as it focuses more significantly on
concept in an attempt to be more modern. In the current set of idents, there
is heavy emphasis on “five” by featuring a group of five of a physical object
or animal. These are of very high production value in order to keep the
audience’s attention. However, like the other channels, there is a continuity
announcer with a regional accent to create a warm and welcoming
atmosphere.
2008-2011 worded logo ident 2011-2014 warehouse ident 2017- five-set ident

11. Learning Outcome 2 - CRITERIA
Opportunities and Limitations

12. Learning Outcome 2 - INTRO
Opportunities and Limitations
• This section concerns the opportunities and limitations of onscreen
graphic representations. This section should expand on the points
you made in section 1.
• You should consider more closely the audience and requirements on
the broadcaster to engage with their audience, discussing how they
may have successfully/unsuccessfully achieved this.
• Think about the discussions and examples from the lecture [some
points to consider will be listed in the PP for the lecture]
• Add slides to expand your points and definitely add illustrative stills,
etc!

13. TASK 2 - Learning Outcome 2
• Select 2 different channels to look at, each of these channels should
be aimed at different audiences [for example, E4 and BBC4 or CITV
and BBC1, etc].
• You should:
• Outline the style and design of each set of idents [include examples]
• Comment on the visual elements, such as colour, font, imagery, motion and
composition, for each suite of idents
• Explain how each suite supports it’s intended audience
• Consider the restrictions or challenges in trying to develop a brand/ident
package for the selected channel’s audiences
• Compare the sets of idents, what characteristics are similar or different?

14. Some starting points
• Which channel uses this ident?
• How long is the ident?
• What are the sounds used within
the ident?
• What is the content of the ident?
• Was the ident created using
animation or live footage?
• Who is the target audience for
the ident?
• What are the
settings/characters/props used
for the ident?
• How does the ident relate to the
TV Company?
• How is the TV Company
advertised?
• What are the good points about
the ident?
• What are the bad points about
the ident?
• Is the ident effective? Why?
• Does the ident have a hidden
message?

15. Q1
• Outline the style and design of each set of idents [include examples]
• I have noted that many idents are highly conceptual in their appearance to keep
the audience’s attention in an era of highly diverse channels. There is always a
set theme to them that changes every few years to keep the channels fresh. It is
apparent that this is easier for more casual channels than formal channels, as
demonstrated by Channel 5 and BBC1. Channel 5’s current idents are carefully
organized with high production value while remaining casual. BBC1’s attempts at
being casual backfired with the public as their idents from 2017 onwards lacked
proper choreography and organization, making for an awkward viewing
experience.

16. Q2
• Comment on the visual elements, such as colour, font, imagery, motion and
composition, for each suite of idents
• Idents use clear and easy-to-read text for their logos and visual information in order
for most people to interpret both elements. This is also set to a colour scheme to
help the text stand out to the viewers. The most common method is using white text
against a comparably darkly coloured background, though it has also been proven
effective to use black text over a comparably lightly coloured background. Both BBC1
and Channel 5 make effective use of this formula, both using white text against a red
background.
• These logos would appear gradually through a short span of time, usually through a
reveal, likely to emphasize the idea of gradually revealing the show to the viewer.
BBC1 and Channel 5 do this in different ways: BBC1 features the BBC logo fading in
and the ‘One’ being written in as part of ‘oneness’. Channel 5 use to have the logo
building gradually through a hologram to showcase the latest in digital imagery.

17. Q3
• Explain how each suite supports it’s intended audience
• The BBC intends to appeal to all ages. As a result, their idents tend not to rely on
the latest in digital effects, so the appearance is relaxing and does not challenge
the viewer in any way so as to comfort the audience into what is about to be
shown, regardless of what genre of said show.
• Channel 5 aims for a young adult demographic. So to try and appeal to this
demographic, their idents are more conceptual and more reliant on digital
effects to grab the viewer’s attention. Much like BBC1, these idents are present

18. Q4
• Consider the restrictions or challenges in trying to develop a brand/ident package for the
selected channel’s audiences, write them down here:
• An obvious challenge for television idents is to keep the viewer’s attention, especially new
viewers since they are more difficult to obtain because of the human instinct to stay with what
one is familiar with over trying new experiences.
• There is also the issue of keeping audiences to the channel. This is especially problematic when
a channel decides to rebrand, since the sudden change of image may be off-putting to some
viewers due to the human’s natural intuition of sticking to what is familiar as opposed to what is
new. There is also the issue of staying with one single theme for a prolonged period of time as,
unless the design is absolutely timeless, people are likely to become tired of its prolonged use.
• There are limitations when setting themes for the idents. With a single theme, there can be little
allowance for expression. It is also very common for idents to not challenge anyone’s views, so
the themes should be familiar for all people and not distressing regardless of theme of the
following program.
• Ideas for themes also have to be original and not try to capitalize on another channel’s, like the
BBC tried in 2017 which backfired significantly.

19. Q5
• Compare the sets of idents, what characteristics are similar or different?
• Both BBC1 and Channel 5 have idents that bare similar characteristics. During the
early-to-mid-2010s, their idents both featured a colour scheme of white text on a red
background which stands out strongly on the screen. There was also a heavy
emphasis on circles. Their current idents also have similarities. They are both
conceptual and feature organic colour palettes. Their concepts also involve multiple
people or animals in an organized routine.
• There are also differences. BBC1’s early-to-mid-2010s ident theming was based
entirely on circles whereas Channel 5’s was more focused on activity and the visual
environment. BBC also used narrower text compared to Channel 5. In their current
idents, the BBC displays the name of the channel, whereas Channel 5 does not. The
BBC1 idents are shot in a single take, compared to Channel 5’s multi-take
arrangement. Channel 5’s ident are also more carefully planned than the BBC1 ident.

20. Q6
• Which set/suite of idents is the most successful in your opinion? Why
do you think this?
• Between the early-to-mid-2010s idents, the BBC1 ident is more
successful. This is because the ident is genuinely appealing and has a
genuine meaning behind it, unlike Channel 5’s, which relies too
significantly with visuals and not enough on meaning. The BBC1 ident
was able to hold with the BBC for ten years, longer than most idents.
• However, between the current idents, Channel 5 works more
successfully. This is because, unlike BBC1, these idents are carefully
thought out in their organization. They also emphasize their ideals
and even their name without having to display any text. It is also
clear that the BBC ident is a pale imitation of Channel 5, as the latter
came a year before the former.

21. Q7
• What other issues do you think producers need to consider in their
production of onscreen graphic representation? This could be to do with
duration, for example when continuity announcers are used, appropriate
content, the issues of viewer generated content, etc.?
• Idents should only take up a small amount of time as some viewers have
limited patience and insist on instantaneous content, especially with the
current presence of streaming services such as Netflix.
• There is the issue of a live continuity announcer vs. a pre-recorded
continuity announcer. A pre-recorded announcer is cheaper and easier to
run, but a live announcer is less repetitive and more trustworthy for most
people.
• It is a common assertion that younger audiences will prefer bright colours
and older audiences prefer organic colours, though it is easy to make quick
assumptions for both sides. It is just as easy to assume younger audiences
prefer faster, more dynamic content with older audiences liking slower, more
relaxed content.

22. Bibliography
1. Anon.. (2017). Our Public Purposes. Available:
http://www.bbc.co.uk/corporate2/insidethebbc/whoweare/public
purposes. Last accessed 21st October 2017.
2. Goodfellow, J. (2016). Why Channel 5 revamped its brand for the
first time in five years. Available:
http://www.thedrum.com/news/2016/02/10/why-channel-5-
revamped-its-brand-first-time-five-years. Last accessed 21th Oct
2017.