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]
Television idents are made with the purpose of promoting a certain channel’s brand and
identity while also appealing to their intended audience. Giving viewers a prefect
understanding of the type of content they produce and release and what audience they
are aiming for. They are established through visual effects and recorded footage that is
normally made to be visually pleasing to help retain the viewer’s attention while also
filling up space in between when a show has ended and when a new show starts. There
is also a person that voices over announcing the viewer on what show is about to be
broadcast. The BBC have loads of different channels that have spawn from BBC1 and
are both made for different audiences. Previously BBC 1 had the circle motif for 10
years where it would have things such as hippo’s swimming under water of motorcycle
stunt riders or children singing ring around the roses while spinning around in a circle
which according to Peter Fincham former channel controller is meant to be a symbol of
unity in the way a channel is supposed to bring people together. This may also apply to
their content which has a range of different genres and are made for different people.
So Idents maybe are also made to show the channel’s intentions as well
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
• The advancement of modern technology has allowed the production value of indents to be
a lot more complex. Using similar techniques that you would see in film and TV. This is
apparent within the BBC’s idents where it used to be a spinning globe in a TV box on the
side of the living room. But now thanks to modern technology its now a lot easier to create
something using a crew such as a director, camera man and editor. BBC and many other
channels have utilized this to make their idents more flashy and colorful. Channel 4 started
out with a simple logo with blocks that would come together to make the 4 logo, now they
have teamed up with a production crew and now their idents not only show the logo but
some of their idents have actual editing, cinematography and production value. One
example shows some geologists digging up crystals from some rubble as it gets put in a
production line. This use in editing gives the audience a little more reason to keep their
attention to the screen, because most idents would have no edits what so ever and keep
the focus to one simple subject but the use of editing and scene progression the viewer is
given more reason to keep watching and to find out where this ident goes whereas a ident
like ITV and BBC’s new Idents where there are no cuts whatsoever and the viewer already
knows what to expect after 2 seconds, whereas these indents is able to keep the viewer’s
attention because the use of edits mean that there is more going on in this idents then ITV
and BBC’s. The head of these channels have also begun utilizing motion graphics more
often because the development of technology has also allowed that area of production to
be more advanced than a spinning globe. Channel 4 is another example of this. The simple
logo with blocks forming to make the 4 logo has now been replaced with a bunch of blocks
on a background scattering around the frame that occasionally begins to form the 4 logo.
6. BBC1
• . The BBC have loads of different channels that have spawn from BBC1 and are both made for
different audiences. BBC1’s new idents has recorded raw footage of either people in a Yoga class
dancing or some elderly people in a beach about to go and swim along with many different wide
shots of people doing physical activities such as boxing, canoeing, cycling, hiking, bowling, maybe
implying that they are for universal audiences who are active while showing diversity in their
programing. This may also depend on what type of show they are about to be showing, they
maybe showing a show that appeals either elderly people who you see on the beach or adult
women who you see in the yoga class. A competing channel that has taken a similar route is ITV 1
Now changed to just ITV. One of their current idents has elderly people running on a cool beach
but instead of having it be a simple wide shot that has no cuts or edits the shot is in slow motion
and the camera has been moved a lot closer to the people being filmed. The logo also appears in
a font that is a color that blends with in the background unlike BBC where their logo is obvious to
everyone. This is probably to show that its not about them but the viewer. But in order to not
come across as a copycat they have gone out of their way to film as many public things as
possible. Ranging from Bowling alley’s, farm’s, people in lifts, gardeners and a night shot of Big
Ben. Obviously they are trying to appeal to the same audience as BBC 1 but they have put more
effort in the visual presentation in all of them as well as filmed in in every public place possible
probably trying to say that this is a channel for everyone. Showing that its not just for the people
who only watch BBC1. BBC1 and ITV’s current idents may have slightly different styistic choices in
how the shots are set up but they both make the effort to make them as colorful and vibrant as
possible in order to make the presentation a lot more exciting and welcoming to the viewer.
BBC 1’s Current Ident ITV 1’s current ident
7. BBC2
• BBC 2 much like BBC1 appears to represent unity through their idents as well as the content
they put out. BBC 2 has always been a channel that has been known to introduce all types
of programs and during the 90s to the early 2000s the designers would represent this by
using a variety of backgrounds and graphics, this would show a varity of things such as a
toy car with the 2 logo on it or paint splashing on the two logo, putting further emphasis on
how diverse their content is and how much variety there is. That style was followed up by
idents that would highlight particular programing strands. For example there would one
involving the 2 logo as a dog to help advertise their pedigree comedy shows, another
involves the 2 logo as a Venus fly trap to promote the Chelsea Flower show followed by a
Christmas ident to help promote the winter Olympics. In 2007 a new brand of idents was
introduced to the channel where the 2 font would appear in a wooden wall on the sea as
the waves crash through it, or the 2 font being the sunroof of the car or even the mirror of
the car or the opening of a tent. According to BBC 2 controller Roly Keating these idents are
a embodiment of BBC 2’s creativity, playfulness and surprise while also being beautiful bits
of filmmaking in their own right. These idents where titled “Window of the World” I think
the meaning behind these idents and the reason why they are called that is because you
are seeing some landscapes through the 2 logo implying that you are seeing the world
through the eyes of BBC 2 and because there are many idents that show many different
landscapes through the 2 logo as well as some bits of acting with some involving men
chasing a man though the woods and jumping past the 2 font on a wall it reflects the
channels diverse content and many different genres of shows they put out. Some are
colorful, bright and welcoming whereas others are very gritty and gripping.
Idents from 1990s to early 200s
Dog idents
Window of the World.
8. ITV
• Since 2006 to 2013 the ITV 1 indents appear to have been designed to be as welcoming and appealing as
possible, much like BBC 1 their intention is to appeal to everyone hence the verity of indents involving the
general public of the beach, the beach, and the garden while also keeping them pretty and upbeat. However
one major difference between the BBC’s Idents and Itv’s is that the color palate appears to be a lot brighter
than any other channel and the tone of each one is kept the same. BBC 1 had idents that did not involve a lot of
bright visuals but ITV has the colors are set really bright and the sun is often really bright. This also emphasized
through the music which is the exact same beat and melody. The music reflects the whimsy and upbeat tone,
but the overreliance of it as well as the use of pretty colors makes these idents feel that much more repetitive.
There are very few idents where the color pallet is different because the sun isn’t out and the music is kept the
same therefore the tone feels the same. Unlike channel 4 where there is a verity of different tones and color
palates in the indents such as a hay field with the bright color palate to the gritty looking apartment block with
the dark and grey cinematography as well as the verity of different music they use. This is probably why ITV
have now changed their indents. They still have a welcoming tone and feel but there is now a varity of music
and the color palate appears to have been kept neutral or the color palates they have fit the setting of each
ident without a over reliance of the sun or the color yellow which is a recurring color with the last idents. The
footage in the new idents doesn't appear to be interpreted with other than the added slow motion. The ITV
logo in the previous idents would have the yellow color contrast with the stuff going on in the background, but
the font of the new log blends perfectly well with background without it ever contrasting. But I feel this change
in font is meant to show that this is not just about them but also about all kinds of people ranging from
simmer’s which could apply to active people, an ident involving a pug in a sink probably meaning that this is
also meant to be a family program or a shot of people on the bus in the middle of the night implying that this is
channel is also appealing to people who are on their way back from work. I feel this new change in idents they
are being more specific about who they are appealing to instead of putting emphasis on themselves and their
brand. These idents show that they appeal to everyone.
ITV1’s Ident 2006/2013 ITV 1’s Ident 2013-
9. Channel 4
Channel 4’s idents seem to follow a similar route to the Window on the Wall for BBC 2 and ITV1’s current idents where they have
normal settings but somehow they manage where to cram in their logo into it. With Channel 4 they have things in public places form
the 4 logo. For example some elderly people playing bowls completely unaware of the hay floating up in the air slowly making the 4. Or
a shot of a car driving past some pylons that have formed a 4 with bits and pieces of the other pylons and the building blocks of New
York forming a 4. While others even have American settings. One involving a tracking shot of New York cabs driving about while the
buildings are floating in the air to form the 4 logo. This choice in setting I feel is meant to show that the content is put out is not just
limited to just UK stuff but they even broadcast shows that play overseas as well. Another example of this is seen in a ident involving
Dubi where a helicopter is flying about across the city where just like the New York one the buildings have formed to create the 4 logo.
In my opinion it shows that their content is universal unlike other channels that have come before it. Recently channel 4 have began
utilizing motion graphics in their idents to help them stand out. These idents involve blocks on a flat surface that would move around
and eventually it would form the 4 logo. Both the background and the blocks change color with eatch new show its about to show
probably to give further emphasis on how diverse and universal their content is. To go one step further to break the conventions on TV
idents Channel 4 have gone on to produce idents that don’t have things form into the logo but they have beautiful landscape shots of
the forest and lakes and editing to constantly keep the viewer watching unlike other channels where they keep the ident to one shot so
the viewer looses intrest. These idents would somehow involve the blocks you see in the other idents but as crystals under the water
fall, gold bars underground or blue ore’s. I feel these idents are meant to be a representation on how different and unique their content
is and they want to show that in their branding without having to copy BBC 1 or ITV’s way on making idents. I feel Channel 4 have put a
lot of time and effort to be different through their branding so they can gain more viewers unlike BBC and ITV where they copy certain
elements in their branding to promote their own but 4 have gone one step further to put our original idents design that are both
visually interesting. They keep me watching every time on of them is on TV simply because on how it breaks conventions from other
Idents that have come before it.
New Idents 2015-
11. 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?
• Channel 5 is probably the least remarkable interms of its ident design simply
because it has spawn from all the other channels that have come before it
and for that reason there is very little to Channel 5’s idents designs to
differentiate from every other ident from every other channel. However
there is a certain amount of effort to make the idents as visually pleasing and
bizarre as possible while also conveying the type of content they put out,
which is content that is both made in the UK and overseas. For example the
idents they produced in 2008 utilized a lot of visual effects, animations and
motion graphics, aspects that non of the other channels have used for their
idents where they go out and film real things with some visual flare added
later in post. One example shows some animated fish in the sea constantly
being eaten by one by a fish that is bigger than the other before the biggest
one in the sea is eaten by Toaster monster on the beach before being eaten
by giant sofa monster, probably making a slight commentary on the food we
eat when we are watching TV but told in a surreal way.
13. 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!
14. 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 characterstics are similar or different?
15. 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?
16. Q1 • Outline the style and design of each set of idents [include examples]
The font, style and design of the channel 4 and BB2 idents is big grand and is the
standout in the entire frame. Channel 4 and BBC2 are two arts and progressive
channels that are competing with each other and have gone with a similar approach
of having their font appear in a public place. For example the BBC2 Ident is set in a
tent on a beach by a camp fire whereas Channel 4 is set in a diner somewhere in the
US. The fact that Channel 4 has used a American setting is represent how some of the
content they produce being more international whereas BBC2 appears to be limited to
being in the UK. While Channel 4 are following a similar path they do take a extra step
to stand out and push boundaries. The visual presentation and the look of both of
them is very pleasing in a way that feels very welcoming and comforting. From the
orange red and yellow color palate from the sunset of tent to the dark blue sky and
colorful sign lights of the Diner. Its very clear that they have the same goals because
on how similar their indents are. BBC2 and Channel 4 are considered to be factual
based channels. Channels that are well known for broadcasting documenters. This is
more apparent with the BBC2 idents which is known as Window of the World
meaning you are seeing the world through BBC2 hence you see the out side world
through the eyes of BBC2.
17. Q2 • Comment on the visual elements, such as colour, font, imagery, motion and
composition, for each suite of idents
The production value of BBC 2 and Channel 4’s Idents is almost similar to a big budget
Film production. This shows the effort that channel 4 and BBC 2 have gone to in order to make the visual presentation
pleasing during a show plays and when it doesn't. This is further implied through a Channel 4 ident that have a lot of visual
effects that feel reminiscent to a big blockbuster. For example there is a 4 ident involving the logo as a alien spaceship that
is floating behind a couple in a pickup truck while shining blue neon colors. The scene is shot using a lot of bright lights with
a dark blue color palate which is normally a convention in sci-fi films. BBC 2’s however has a stunning shot of the sea and a
purple sky and a dark color palate. The scene involves the waves crashing through a wooden barrier with the 2 font as a
hole for the waves to crash through. This highlight the differences between the two channels as channel 4 is shown to be
more flashy and have a little bit more in the way of visual style whereas BBC 2 is a little standard in comparison but doesn't
rely of flashy effects to grab a audience and more rely on basic filmmaking techniques. BBC 2 however uses visual effects
during a ident involving zoetrope showing a futraistic setting through the 2 hole further emphasizing the window on the
world meaning you are showing everything through BBC 2. The font of each set of idents is always big and bold and is
always somewhat visible to the viewer. A big difference between the 2 idents is that the waves is all done in one shot and
the camera movements appears to be as slow as the waves in the scene. 4 however utilizes editing a little more in their
UFO scene which makes the pacing feel a little faster and are given more freedom. The only editing that can be found in the
BBC 2 Idents is the ones involving a tent being opened where it shows different shots of the zip being open before cutting
to a wide shot of the 2 font as the hole for the tent. BBC 2 and Channel 4 would follow this similar style for years until they
have started to do their own thing. For example 4 have currently have idents where the 4 font is shaped into a large stick
man that would go around public places whereas BBC2 have ditched the window of the world ident and have gone back to
their original idents in the 90s involving optic lights forming the 2 font, flowers in a garden forming the 2 font, the 2 font as
a toy car along with many other idents that create a edgy and unique style to their channel, something that they have
always aimed for.
18. Q3
• Explain how each suite supports it’s intended audience
• BBC2’s idents work for their intended audience in that they appeal to a more younger crowed. The type
of people who want to see something fresh, unique and nuanced compared to the same stuff they see
a thousand times on TV and these idents provide something fresh and exciting by having them filmed
like a film or TV production with production values of both areas in media. For example The Window of
the World has some beautiful shots of public places that give off a sense of atmosphere and mood in
comparison to just looking at a logo in a white background which is just bland and boring. These shots
immediately would gain a younger viewers attention as it shows that the company is trying something
new. The mood presented in these idents would also give a sense of the genres of shows they would
broadcast. One ident would be playful one could even be suspenseful. Implying that there is something
for everybody. Channel 4 have done a similar route only their shots are a lot more ambitious compared
to BBC 2. For example Channel 4 includes a lot of exterior and wide shots whereas BBC 2 keeps it a little
more limited. The first experimental Idents for BBC 2 from the 90s where very experimental and edgy
even for the time including a lot of shots of small 2 signs crashing on a paint pot or a big 2 sign being
splashed at with paint. It gave BBC2 more freedom to experiment and the target audience would
immediately be drawn in due to their creativity. Channel 4 even recently have been experimenting
more with their idents. For example the idents they used since 2015 have decided to not show the 2
sign and utilize more editing in order to grab a viewers attention. Younger viewers are known to have a
very short attention span. So when they see a ident done in one take chances are they are not going to
get invested in whats on TV but with the editing and not showing the logo but instead keeping the logo
showing it in small details the viewer will be drawn in as they will want to know where its going to go
and when maybe when the 4 logo will pop up. The editing gives the idents more freedom to explore
different areas of the scene instead of being limited to a single shot where the intended audience know
where its going to go.
19. Q4
• Consider the restrictions or challenges in trying to develop a brand/ident package for the selected
channel’s audiences, write them down here:
• Budget would probably be the main limitation in trying to create a ident for your brand. Because a
lot of channels are trying to be ambitious with captivating its audience you have to invest a lot of
money in trying to get the best graphics and cinematography in order to make them and that is
very difficult especially to a channel that is just starting up. It was easier for Channel 4 and BBC2
due to them existing for a long while but for the grid it’s going to be a lot less limited. There is also
the problem in trying to appeal to everybody as well as your indented audience, cause what might
be for the intended might not work for the other audiences, they may even be offended on what's
being broadcast on TV, so you have to make sure that your idents appeals to everyone in that
everyone can get behind on what you have chosen for your idents. You will have to make sure
there is no content that is objectively offensive to other people or too horrifying or scary for other
audiences minus your main target audience. You might do this by not adding any gore or blood or
any violent imagery. Another issue would be competition. For a few years Channel 4 and BBC2
where doing idents that where mostly similar because they appealed for the same demographic
and because of this it would be best to try and make a ident that isn’t too similar to other pre
existing channels otherwise you are going to have some competition to face and you are likely to
be criticized for copying. Its best to be more creative and ambitious with idents, you might even
likely to gain more attention from your intended by being original instead of making idents that
the audience have already seen before. One final problem would be the length of the ident. Idents
have a average length of 15 seconds so you have to make sure you include every detail possible
that you want to show to advertise your brand and not drag it out for too long.
20. Q5
• Compare the sets of idents, what characterstics are similar or different?
The Characteristics for these 2 idents are very similar in that they have put their image in a public places
however from the look of it, Channel 4 appear to be a more colourful channel compared to BBC 2. The
mood of the BBC 2 ident is very gloomy and serious whereas the Channel 4 ident appears to have a mood
that’s warm and welcoming and the bright colours really accompany that tone. Channel 4 has a target
audience of 16-34 whereas BBC appeals to a target audience that is 34 and older and the colours may
reflect that appeal. The audience for channel 4 might be drawn into a lot of bright visuals and colours
whereas the colours in the BBC 2 ident has colours that are a little more serious and mature which reflects
the audience which is used to more mature content that BBC2 is known for putting out. The purpose of
these idents is often meant to convey that we see everything through these channels hence seeing how
you see their image in strange places but there are a lot of small details in the colours and visual
presentation and personality that represent the audience they are tailoring towards.
21. Q6
• Which set/suite of idents is the most successful in your opinion? Why do you think this?
• In my opinion Channel 4 is the most successful in terms of idents throughout their time
they have been in business they have been more and more ambitious with taking a step
forward in captivating their viewers and doing what they can to stand out to their intended
audience. Their very first idents where very basic and surface level but compared to
modern day they have progressively evolved for the better and are still changing even to
this day. This is evident in their latest idents which where released 2 years after they
released their previous idents before the new ones. Their new idents involve the 4 logo as
a giant computer generated stick man hanging out in public places. The level of creativity
and ambition gone into this is commendable compared to other channels who don’t really
do much to make their channel less homogenized and the fact that they they made their
new indents 2 years after they released shows the level of commitment to stand out and
try and be relevant. The idents are not even made half heartedly, I feel like effort was put
into them from the colors and composition to the effects of the stickman. Their idents from
2015-2017 involving crystals I feel is the most unique set of idents I have seen as its very
challenging and creative, two things I feel lack in today’s idents and in TV’s idents whereas
most tv idents where everything is expected these feel new and different and will instantly
draw people in. Something that 4’s target demographic looks for in modern entertainment.
It also helps that they have gone out of their way to hire filmmakers who know how to
make a visually interesting piece of media. The main reason why I like channel 4’s is
because there are ambitious and most importantly they work for their intended audience.
22. 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,
• I think producers should consider if their chosen idents matches the content
they put out and whether or not if its perfect for their target audience. Just
because something looks pretty visually doesn't mean its going to grab the
audience you are aiming at. They must make sure that their idents have
some sort of meaning instead of just flashing and random images on a TV
screen and that’s it. It should say something about the audience, the content
they produce and that they hope to gain from their broadcasting. For
example BBC 2’s idents across the 2000s is The Window of the World. Where
everything you are seeing through the 2 hole because you are watching BBC
2. With this it has meaning and they are well made. I feel idents need to
have that same meaning otherwise your audience are not going to get
anything to chew on other than some pretty visuals that mean nothing.
Editor's Notes
Remember, compare contrast, think about intended audience, etc
Remember, compare contrast, think about intended audience, etc
Remember, compare contrast, think about intended audience, etc
Remember, compare contrast, think about intended audience, etc
Remember, compare contrast, think about intended audience, etc
