The document discusses the branding and design elements used across the front cover, context page, and double page spread of the magazine Metal Hammer. Some key points: 1) Aggressive imagery, fonts, and language are used to appeal to the target audience and fit the genre of heavy metal music. 2) Consistent branding elements like gothic fonts and black color schemes create a strong, recognizable identity. 3) Imagery of band members aims to portray power and intimidation, while pull quotes are used to intrigue readers.

1. Media task three-front cover.
Brand identity/Mode of Address.
The main image of this magazine is a mid-shot, this is conventional because it shows all of his
outfit and facial expressions. In this image he is pulling an aggressive face and this connotes that
he is intimidating towards other people and that he is a very aggressive man. In the images he
wearing all black which connotes death and is conventional because stereotypically people who
listen to this type of music wear all black. The pull quote below his face says “We’ll take over
from Metallica and Maiden”, this shows that he/the band are very ambitious as both Metallica and
Maiden are very famous and successful at what they do and he is saying that he can do a lot better
which make people think that he is powerful and has high hopes for the band. In the image of
Matthew he has ‘futuristic’ powers coming out of his hand and around the other hand, this makes
him look authoritative and tough, as they are showing that he has these magical powers that no
one else has.
The brand identity for metal hammer is quite aggressive and angry, this is shown through the use
of futuristic font and imaging and colors. This connotes power and being ahead of people because
no one had thought of these ideas yet and makes the band look strong. With every single metal
hammer magazine the font for the masthead is always the same, this creates a brand identity. Also
the masthead has a part of the band members heads covering the title of the magazine signifying
that the magazine is well established and so does not need to display the title as prominently as
readers are already aware of what magazine it is because of the use of the same font style. It
connotes anger and danger because it is so sans serif and bold to the reader. Also it is in the same
place all the time, which is in the primary optical area.
The language used on the front of the magazine is very conventional for the genre of music that
the magazine is aimed for, as, under the ‘bullet for my valentine’ it says ‘we’ll take over. The use

2. of the of the word ‘take over’, this connotes anger and violence which fits in with the genre of
music. Most of the language used on the front cover of this magazine fits in with the genre of
music, as if was talking about marriage proposals or make-up the target audience wouldn’t read it
as it too girly and not conventional for a metal magazine.
Media task three-context page.
Brand identity/Mode of Address.
The language used on the context page of the magazine is very conventional for the genre of
music that the magazine is aimed for, as, in some of the text under the gothic typography, it says
“join the newest adventure”. This is conventional because seeing the cover story will make them
want to read on about people danger. This fits in with the target audience because the sense of
danger is what society thinks people who listen to metal is like. This context page is the main way
that the brand identity is made as, all of the fonts as the same; all through out the magazine
because all of the fonts are sans serif, and the typography on the context page is all gothic bold in
every single metal hammer issue. This signifying that the magazine is well established and so
does not need to display different fonts as prominently as readers are already aware of what
magazine it is because of the use of the same font style. It connotes anger and danger because it is
so sans serif and bold to the reader. Also it is in the same place all the time, which is in the
primary optical area. Also in every single metal hammer issue the images are always on the right
hand side of the page and at the bottom of the images there is always a attractive female to make
sure that the male leaning audience read on about who ever the female is. The ‘context’ part of
the magazine is in old school gothic this connotes anger because it is so sans serif and bold to the

3. reader. Also it is in the same place all the time, which is in the primary optical area.
The language used on the front of the magazine is very conventional for the genre of music that
the magazine is aimed for. Most of the language used on the front cover of this magazine fits in
with the genre of music, as if was talking about marriage proposals or make-up the target
audience wouldn’t read it as it too girly and not conventional for a metal magazine.
The brand identity for metal hammer is quite aggressive and angry, this is shown through the use
of old school fonts, imaging and colors. This connotes power and still loving the olden times
because no one had thought of these ideas yet and makes the magazines identity look strong as no
other magazine uses this font and it is used in every single issue of metal hammer.
Media task three-double page spread.
Brand Identity/mode of address
The main image of this magazine is a mid-shot, this is conventional because it shows all of their
outfits and facial expressions. In this image they are pulling a straight and stern face sand this
connotes that he is intimidating towards other people and that he is a very aggressive man which
has no feelings. In the images they are all wearing all black which connotes death and is
conventional because stereotypically people who listen to this type of music wear all black. The
pull quote below their faces says about one of their child hood, this is relevant to the article as
they are often by the most well known band member, which is usually the front man, this is
conventional because the readers will take more notice because it is the main singer of the band
not anyone else. The pull quotes are always in a sans serif font to make them stand out more and
they are always on the images or bellow the main headline of the article, but they never cover
faces because then people wouldn't know who they are. The use of the mid shot shows that there

4. is direct address form the band members and this then engages the reader, also the use of the
image being more than one page big shows the audience who is the head man is and helps the
audience to do this.
The use of the font all being sans serif all through out the article connotes masculinity and
strength which is conventional for the genre of music. The language used on the double page
spread of the magazine is very conventional for the genre of music that the magazine is aimed for,
as, ‘the second coming’. The use of the of the words ‘second coming’ this shows that the band
have something interesting coming and this also being in the sans serif font makes it stand out
even more so that the audience of people that like the band will know what they are reading, and
want to read on. Most of the language used on the double page spread of this magazine fits in
with the genre of music, as if was talking about marriage proposals or make-up the target
audience wouldn’t read it as it too girly and not conventional for a metal magazine.
The brand identity for metal hammer is quite aggressive and angry, this is shown through the use
of bold font, imaging and colors. Firstly the stand first is in sans serif, this introduces the article
and helps make the audience want to read the article as it is easy to read. This is conventional
because the editor/writer wants the audience to read the article and they do this by using a sans
serif font.