This document discusses television idents and their design and purpose. It analyzes idents from several UK channels including BBC1, BBC2, ITV, Channel 4, and Channel 5. For each channel, it examines elements of the idents like visual style, color palette, target audience, and how well the idents achieve branding and identity. It finds that channels aimed at broader audiences like Channel 4 use more abstract, colorful idents while BBC1's simpler idents are well suited to its mature audience. The document also considers opportunities and limitations channels face in crafting idents, and issues around content appropriateness and continuity announcers.

1. Television Idents
Ethan Payne

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]
• There are a few core purposes of television idents. One main purpose for idents
is the branding of the channel. These short idents include visuals that represent
what the channel is about, what programs the channel shows and who the
channel is for. Idents help brand the channel and attract a certain audience that
they think will enjoy the channel.
• Idents are used to introduce upcoming programs that are going to be previewed
next allowing the audience to decide whether they want to continue watching or
not. They form a structure to out channels and create gaps in between programs
and advertisements to make the viewers more interested.

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.
• On television, there used to be very few channels broadcast, however in
the present day the number of channels have increased and every
channel in in constant competition to gain more viewers than the others.
• Channels have developed over the years to keep their modern audience
engaged with what is being produced. For example this is done with
things like animation, visual effects and much higher quality equipment.
This all links to the main goal of a successful ident which is keeping the
audience loyal to your channel and keeping them entertained and
engaged between programming and advertisements.

6. BBC1
• In this ident we see the slogan “Oneness” appear on
the screen. This slogan represents the world and
how we are all one. This interpretation of the slogan
could infer that this channel is made for a wide
range of audience from a more mature older
audience to families. Each BBC One ident consists of
a group of people performing in an event, for
example this ident consists of a Zumba class, others
include ocean swimming, wheelchair rugby etc. This
ident is designed and presented very simply, the font
is simple and easy to read, the voice over is soft
spoken, there is no soundtrack over the ident and
the camera is very still which makes the idents slow
paced. This channel contrasts to Channel 4 where
we see several shots in one ident, a soundtrack to fit
the story the ident is telling and a progressive colour
palette showing more versatility.
• The BBC 1 idents have always used the idea of a
circlereferring to the world. The first BBC 1 ident in 1953 consisted of a circle in the centre of angel
wings. This idea of the circle went on throughout their ident history until the present day.

7. BBC2
• In these two BBC 2 idents we see that the channel
features a number ‘2’ in their idents. The idents are
each designed differently however each one consists
of the number 2 acting in different situations. For
example the number 2 is used in a bath tub, in a
lake, on fire, with wheels etc.
• BBC 2 use motion tracking and other techniques to
impose the number 2 into different their idents,
along with their BBC TWO logo in the bottom right
hand side of the screen to identify the channel.
• BBC 2’s intended audience is intended to be aimed
at everyone however it is one of the slightly more
progressive channels. We see more techniques used
that give of a slight artistic flare which restricts the
channel from portraying itself as too simple or
serious. It welcomes all to watch.

8. ITV
• ITV’s recent idents consist of what people do day to
day. This includes things such as jobs and hobbies in
and out of the home. For example we see things
such as bathing pets, children’s after school clubs,
riding the bus, cycling and dancing etc. The camera
movement in these idents are either still or very
slow paced. There is no specific colour palette, the
colours differ between what is happening within the
ident, however the ITV logo always matches the
tones and colours of the frame. This could reflect the
different channels and how they are suited to
different types of audience that watch BBC 2. Also
the voice overs on each ident introducing the next
programs include a variety of accents, this is done to
show diversity in the audience. Each ident contains
only one shot which focuses on something specific,
this could refer to what programs are being shown
to create a link.
• Unlike ITV’s idents, some of Channel 4’s idents consist of several different shots and a variety
of editing techniques that tells a story. These idents focus on several different things instead of
one. BBC 1’s idents are in some ways quite similar to ITV’s, they both include a single shot
focusing on something in particular, a colour palette that links to the situation and events that
could relate to different types of audience.

9. Channel 4
• Channel 4’s modern idents all consist of a giant
metal figure in the shape of a man involved in
different activities and moments with a range of
different people. For example the metal figure is
seen playing football with children in the bottom
image. This ident shows the children having fun,
therefore as the metal figure represents the
channel, we can infer that the channel is child
friendly and welcomes a more family audience. In
these idents we see people of all different ages,
genders and ethnicity's. This infers that the channel
is aimed at an extremely wide audience and
welcomes all. The idents consist of a more vibrant
colour palette compared to a channel such as BBC 2
which contains less colours. The idents of Channel 4
consist of very upbeat music that gives a sense of
happiness, this infers that the channel shows
programs that are uplifting to the audience and that
a wide range of audience members would enjoy
watching.

10. Channel 5
• Channel 4’s idents all consist of a giant metal figure
in the shape of a man involved in different activities
and moments with a range of different people. For
example the metal figure is seen playing football
with children in the bottom image. This ident shows
the children having fun, therefore as the metal
figure represents the channel, we can infer that the
channel is child friendly and welcomes a more family
audience. In these idents we see people of all
different ages, genders and ethnicity's. This infers
that the channel is aimed at an extremely wide
audience and welcomes all. The idents consist of a
more vibrant colour palette compared to a channel
such as BBC 2 which contains less colours. The idents
of Channel 4 consist of very upbeat music that gives
a sense of happiness, this infers that the channel
shows programs that are uplifting to the audience
and that a wide range of audience members would
enjoy watching.

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 characterstics 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]
• When comparing BBC 1’s idents to Channel 4’s idents, there is an extreme
contrast in style and design, especially when looking at Channel 4’s 2015 idents.
In 2015 Channel 4 had an extremely abstract style consisting of geometric
shapes and vibrant colours. Their idents were more pieces of artwork. When
comparing these to BBC 1’s idents they are completely different visually. BBC 1’s
style is very simple, the colour palette is much less vibrant and bold. BBC 1
include a group of people in each ident taking part in an activity that audience
members could relate to or enjoy.

16. Q2
• Comment on the visual elements, such as colour, font, imagery, motion and
composition, for each suite of idents.
• The colour palette in the two different channels is quite different. BBC 1 idents
consist of quite a basic and flat colour palette. Only natural colours are used.
However when looking at Channel 4’s idents consist of music more vibrant
colours. The colour palette is very bold and vibrant and is usually shown on top
of a block colour such as black or white.
• The font used in both is also very different. BBC 1 has font this is very simplistic
and quite formal which relates to their more mature audience, however
Channel 4 consists of more bold and bright font and text which can be received
by all aspects of their audience which is everyone. This is also the case when it
comes to the imagery of the idents, it is extremely different as BBC 1 where we
see a lot of everyday situations where Channel 4 idents consists of lots of
imposed geometric shapes and bold bright colours that are unnatural.

17. Q3
• Explain how each suite supports it’s intended audience.
• The BBC 1 Oneness idents are designed to fit their intended audience which is a
more mature audience. The idents in this suite all consist of a similar concept.
Each involves a group of people acting in some form of activity, the colour
palettes are full of natural colours that accent everyday things and the camera
movement and editing is very simplistic. The idents consist of one continuous
shot and have very little camera movement.
• The modern 2017 Channel 4 idents aims themselves at more family audiences.
Their modern idents are very artistic, consist of a much more vibrant and bold
colour palette and has more variety in editing techniques and camera
movement. Unlike BBC 1, Channel 4’s modern idents (2017) commit to telling a
story throughout, this is similar to Channel 5.

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:
• Restrictions and challenges for BBC 1 include things like not appearing to copy
other channels. For example, BBC 1 have channels that are in ways similar to
them such as ITV. This results in BBC 1 having to focus on creating a brand that I
completely unique and different to ITVs brand, this is where something like the
“Oneness” suite of idents comes along. The ‘Oneness’ theme is individual to BBC
1s brand.
• In Channel 4s case, they could encounter the restriction of not creating
something similar to what they have created in the past. Having a more abstract
theme towards their idents they are less likely to encounter such a challenge as
there is a much wider range of ideas and concepts that can be used in an artistic
manor compared to BBC 1 which is much more simplistic and for a more mature
audience.

19. Q5
• Compare the sets of idents, what characterstics are similar or different?
• When looking at the BBC 1 ‘Oneness’ idents, you can see the simplicity of them. They
consist only of one shot, this is usually of a group of people that are taking part or have
taken part in a particular activity. The camera movement is very still and smooth
throughout the ident. The most movement we see is either made by the subjects of the
ident or the logo animation that we see in the centre of the bottom of the screen. When
relating to the colour palette, we can see that very natural colours are used, not much
colour grading has been done to the footage.
• In contrast, the colour palette of the Channel 4 idents is much more bold, bright and
vibrant. Channel 4 consists of different types of idents. Some of their idents include many
different shots and editing techniques, camera movement ranges from slow and smooth
to extremely quick and overall the idents tell a story. Channel 4 has much more abstract
and artistic idents, for example their idents from 2015 contain a series of geometric
shapes and bold colours moving to form the shape of a number 4.

20. Q6
• Which set/suite of idents is the most successful in your opinion? Why do
you think this?
• I think that both ident suites are successful as the two channels are
aimed at two separate audience. For example BBC 1 aims their channel
at a more adult and mature audience, in their idents we can see
activities and events that this audience can relate to. For example we
see things like dance classes, sports, bird watching, cycling, kayaking,
bowling, gardening and many more activities that an adult audience may
relate to.
• Channel 4 also consists of a successful suite of idents. Channel 4s brand
is to be much more relaxed and and aimed at a much wider audience.
Their idents consist of bold and bright colour, unique and abstract visuals
and fun stories that the channel’s wide audience can all relate to and
enjoy.

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?
• Appropriate content is a serious issue that is important to focus on when creating ident
suites for television. What is appropriate and inappropriate depends on what audience
watches the channel and what time the idents are going to previewed at etc. For example,
a channel such as Channel 4 is aimed at a much wider audience which consists of most
people from children to adults. This channel will have many restrictions on what they can
and cannot include in their suites as they have younger viewers watching. However a
channel like BBC 1 will have more flexibility in what they can include in their suites as they
have a more mature audience and may have programs previewing later in the day/evening
as their viewers are going to be up later than children.
• When it comes to duration of the idents, they need to be long enough for the continuity
announcers to announce the upcoming programs to be previewed in the channel, however
the idents cannot have too long of duration which results in effecting how much the
continuity announcers are permitted to say. Continuity announcers also effect the ident
itself. The idents cannot consists of much dialogue or important sound as the volume will
be lowered so the audience can hear the continuity announcers.