Ident market research and planning doc

1. Ident Research & Planning
Katie Hair-Morse

2. Market Research - Sky Sports Golf Ident 2017.
The ident is split into two screens featuring parallel but opposing
images. One person is facing the camera and the other is facing
away from the camera but both people are doing the same thing.
The golfer on the left misses the hole and the one on the left gets
it in, allowing the viewer to see emotions from all aspects of the
sport, in the physical form of the different camera angles aswell as
the obvious visual emotion on screen. The screens move, widening
the right screen and pushing the left one to the side, making the
screen proportionate to the sky sports logo, which is two colours
with a split between them, much like the split in the screen. The
logo appears with the line from the logo matching the split of the
screen making it aesthetically pleasing for the audience in a simple
but effective use of multiple areas of footage used on one screen.
This is effective branding as the logo is recognizable and centered
in the middle of the screen as the main focus point.
The simple and steady pace of the ident are
suitable for everybody but is most suitable for a
more mature audience. This is because Sky sports
is a subscription to sky and young adults are less
likely to subscribe to this as they are more likely to
access sport on a free or cheaper channel or web
streaming site. The athletes in the ident are both
male, indicating that Sky Sports are reaching
towards a predominantly male audience as this
would allow male viewers to connect more with
the ident.

3. Market Research – ITV Sport Rugby World Cup Ident
2011
The ident is done in a water colour style and shows players running, the
ball flying through the air and various other scenes linked to rugby in an
animated graphic style using a paint effect. The camerawork changes as if
following an actual game, with varying angles and shot lengths, thus
allowing the viewer to feel immersed in the environment of the game
despite it being in a format differing from others. This advert is
progressive as it is out of the ordinary and creates a new feeling around
the world cup as opposed to other idents just showing footage of players
and crowds. It also emphasises the importance of the world cup to the
channel as the ident is significantly longer than others that ran at the
same time on this channel. The logo itself isnt actually featured in the
ident, simply ‘ITV Presents’ at the beginning. However, the rugby world
cup logo is created at the end by the painted players running to the
centre of the screen and merging into the shape of a rugby ball. This
connotes community and togetherness and is also the brightest use of
colour in the whole ident. An orchestra has been used on the soundtrack
for the ident making it feel dramatic and climatic, especially when
coupled with the art style of the imagery.
I couldn’t find a YouGov analysis of ITV Sport’s audience as the channel
no longer exists but from this advert I would say it was directed towards
a younger (18 – 32) audience because the style of the advert is more arty
and progressive than that of other channels and the channel was free
and available online and on normal television.

4. Market Research – ESPN UFC Ident 2010
ESPN use a split screen channel similar to that of SKY sport but
instead of two, it has been divided into 8 sections. The sections
fade in and out and transition from one image to another,
showing various aspects of the sport from a variety of angles
and perspectives. This allows the audience to feel as if they are
in the moment and gives the ident a noticeable atmosphere.
Use of a black, red and gold colour pallet increases the intensity
of the ident and words such as ‘power’ appearing builds
anticipation for gripping and entertaining content. The ESPN
logo is prevalent and appears in multiple of the squares. It is red
which pops against the black background of the square and
attracts the viewers eye. However, the channel has used this
space to show their content and coverage of an event rather
than to make their brand the sole focus of the ident. This is
likely to attract more viewers as they are likely to watch the UFC
on ESPN as it has been well advertised on this channel.

5. Planning – Mind Mapping

6. Mood Board

7. Logo Designs
For this design I took inspiration from the
colour schemes of Sky Sports, ESPN and BT
sport, using prevalent blue and red. I used
inner shadows to give the lettering a 3D
effect and make it stand out. The darker
shadows on the blue attract the eye to the
centre of the square and frame the
lettering itself. I used simple lines to create
a ‘grid’ effect that represents the name and
branding of the channel. This is my first
logo design and I feel like it could be
improved and developed into a more
mature logo.
Use of shadow in background,
use of red and light grey.
Use of background shadows,
red, blue and grey colour
scheme.

8. Logo Designs
This logo design was mostly inspired
by the BT sport and Sky Sports logos. I
incorporated the split of the Sky logo
into my own as i found it emphasised
the name of the channel and would
be easy to add to grid / split screen
idents. I liked the circles used in the BT
advert but replaced them with
squares as they link better to the
name of my channel and my ident
plans. I also used the rounded shape
of the BT logo.
Rounded edges of shape. Bold white
font. Shapes in logo – simplistic.
Blue, red and silver colour
scheme. Split between the two
words.

9. Target Audience and Branding of ‘Grid’
• The Tv Channel ‘Grid’ or ‘The Grid’ would be aimed at 18 – 34 year old sport fans as I
believe the market for 40 – 54 year olds is extremely full and I would like to bring a
new, more progressive face to Sports channels instead of more of the same. This is
why Grid will be aimed at a younger audience and targeted towards all genders
despite the stereotype that athletes and sports fans are predominately male. Ideally,
my channel would be an inclusive space for everyone to enjoy their favourite sports,
with more variety than other channels but still showing the most popular
competitions. I would like this channel to be accessible for all and available online as
well as on a television channel. This would make the channel popular with younger
viewers who use laptops, tablets and mobile phones to watch films and sports,
especially as many young people no longer have a TV license as it is easier to pay for
internet and watch things on demand. Once again, I am looking to fill a gap in the
market and include content accessible for those not in the ABC1 category as well as
those who are. The logo and general branding of the channel will be bright and
include fast paced, rhythmic music. I would use a variety of different sports in my
idents to show the inclusive and broad content nature that I would want on my
channel.

10. Idea 1 – Bulletpointed
• Screen split into four horizontally
• Each frame has different background that links to a sport
• Hockey ball rolls into first frame and is hit
• When the ball rolls to the edge of its frame boundary it becomes a football in the
next frame
• Football is then kicked and becomes a rugby ball in the air in the next frame
• Which is caught by a player who is tackled and shoved out of the frame
• To become a gymnast doing a back-flip.
• All of which is in slow motion
• Once the action has left all of the frames the logo fades in
• Logo placed in the bottom centre of the frame

11. Idea 2 - Bulletpointed
• Screen is split into a grid of 16 squares
• Each square turns over to reveal sports footage, fans cheering etc
• Sounds from the clips are also overlaid, eg; commentator speaking and crowd
going wild
• The outside squares turn over first
• Footage may be in real time or slowed down
• The innermost squares turn to reveal the Grid logo
-Alternatively –
• All of the squares are filled with footage and the entire thing spins to become the
Grid logo.

12. Idea 3 - Bulletpointed
• One clip is playing
• Of a crowd / a sports event / a player running etc
• Screen is split into several parts, slicing the picture
• Overlay of music, muted scene OR
• Commentator / crowd noise overlapping the video
• The splits / lines in the screen fade
• The Grip logo fades in onto the picture.