Creating a Digital Television Channel

Genre

Fashion/Beauty/Lifestyle

Channel name - Chic, Chic TV, Trending TV, Trending.

TRENDING

Target Audience

Women 16-34
Women ABC1
Women C2DE
Housewives with Children

Description of Target Audience 

The target audience will mainly be of woman between the ages of 16-34. It will be suitable to young girls but along with that women with families. I think that this is important because it gives a larger viewing audience. These kind of people watch television mostly in the evenings and during the week. The average amount of television watched is about three hours a day. With the 16-34 age group it is important that the programmes don't run that long because boredom can easily set in.

This channel with contain a lot of beauty related videos such as; Tutorials, trying out products and selling them. Along with that there will be fashion such a shopping & diet shows. This channel will be more of a lifestyle channel. Along with these it will show programmes like Britain and American Next Top Model. The typical schedule for this channel will be later evenings during the week ranging from about 9pm-12am. This content will appeal to the target audience because it is topics that are very much what people in that age range are interested in and I think that this is important when it comes to creating a channel.

The channel with have programmes that already exist and have big production teams behind them. Along with that there will also be programmes with hardly any production behind them I think that it is important to have a mixture of both of them. This will show the variety of the channel.

Lifestyle channel for woman to help them improve aspects of their life.

Identify what the ident needs to 'say' 

Overall tone of the ident cannot be anything harsh it has to be something which is soft and gentle which portrays what the channel is about. I want the ident to come across as girly and fun which is what the channel is about. I think my definition of girly is something that is pink and looks sophisticated.

I think a good example of a 'girly' TV ident is Loose Woman. The reason for this is because of the colouring. The ident sticks to pink & purples mainly aimed at girls and women. Along with the colouring there is a pink bird flying around through the ident. I think the bird is a representation of the conversations that they have on the show. I think its important because their ident truly represents the programme.



Another ident I would consider as 'girly' would be The Only Way Is Essex. This ident has a purple colour scheme running through it and it also has a nightclub feel to it. This ident looks expensive and as though a lot of time and effort has gone into it. From this ident you can tell its more of a 'girly' programme with the amount of lipstick and jewellery shown. The logo is purple and silver, the silver looks as though it should be a used as a mirror because of how bright it is. Although TOWIE have gone through a lot of different logo they all look incredibly similiar.

Three of the logo designs they have used. 

INITIAL IDEAS

                                              

1. Pink with a shiny light through the logo. The idea behind the shiny light is that it is a mirror which has two meanings. The first of the meanings is because of vanity. The reason for this is because the channel is of the fashion and beauty nature and very much about what you look like. The other meaning is because the mirror is a reflective image of life. This mirror highlights that the people on the television programmes are the same as everyone else.

2. Simple and easy to read, something which will attract the target audience. I chose this font because I felt as though it reflected on my channel. The reason for this is because one side of the fonts is thicker while the other side is a lot thinner. This is reflective because it shows that my channel is for both types of women. I think that this is an important issue because a lot of things in the beauty industry isn't about 'bigger women' and I wanted to highlight this in one of my designs.

3. Incredibly similar to 1 however this one is a tiny bit smaller. I chose this one because of how simple it is. With this one I also feel as though it has a soft feel to it. This is important because of who the audience watching is. I think by using anything too harsh it would put the audience of it.

4. For this fourth logo idea I wanted to do it in a handwriting font because I wanted to go to basic and make it look as though somebody had written it. The only problem with this one is that it could be a little hard to read because of the handwriting font. Although I do think that this can still work as long as there is nothing on top of the font like the light from the first one because that would make it a lot harder to read.

5. I didn't want all of my logos to be horizonal therefore I included this vertical one as well. I think that this would work well and be good because it would easily be able to fit in the side of the screen. There isn't that many vertical logos on television therefore this is why I thought this one would be a smart idea. Although when it comes to the moving this one would be harder to work with because there is the fear that the top part would get cut off if it got any higher up.

6. The final logo is this bottom one. I wanted to see what a curly font would look like. This font wouldn't work because of how difficult it is to read. I felt as though I had to try a font like this because I wanted to have other options to the more simplier fonts. Although from using this kind of font I have realised that the more simple fonts look better.

        

Another process in my idea. 

FONT

To portray the girly theme of the channel, I have decided that I want the font to be a light pink. This way it shows who the target audience for this channel is, without it being to in your face. I like the idea of  'trending' to be in caps lock this way it is easy to read.

GRAPHIC IMAGERY

My idea is to do it in animation. The idea is to write words on a piece of paper that describe what trending tv is going to be about. Words such as 'fashion, beauty, lifestyle, health, diet, chic, clothing, make up' etc. One at a time they slowly get moved further in and they head for the logo. Each of the words move around around the logo a couple of times and then one by one they each leave the page.

SIZE OF TEXT VS SIZE OF IMAGE

I haven't actually got any images therefore it going to be size of text vs size of text. The logo design is going to be a lot bigger than the smaller text. The smaller text is going to be big enough to read but not big enough to take anything away from the logo. I think that this is important because the logo is the most important part.

Another animation idea I thought of having was that I would have images that represent the channel moving upwards and around the logo.

COLOUR SCHEME

I am thinking of having the background colour either black or white. I like the idea of these two colours because I think they are very simple and will make the logo stand out more on the scheme. The main logo will be in pink however I am unsure of what the other colours will be; I am thinking that they will be a range of different colours just so that it looks something a bit different which the audience will enjoy.

MOVEMENT

I have included all information about movement along with graphic imagery. The reason why the smaller words will move in at an angle is because I feel this is the best way to fit all of the words in that I need in order to describe my channel. I decided to only have four of the words move in at the start because I wanted people to being able to read the words therefore if I had eight words to read it would be a little bit harder. I have used the movements with 'Trending' in big capitals at the beginning and at the end because I think this is important to know the name of the channel. The only reason it is in big font is to showcase what the channel is called. Alongside this there is also a bright light through the middle, the reasoning behind this is that this light also brings attention to the 'Trending' which is the main part of the ident.

SOUNDTRACK

The soundtrack that I am going to use is the Piano backing track. The song is Chandelier - Sia. I like this backing track because I feel as though it is a very feminine piece. I think this will reflect really well with the audience because the track will be known by the audience.

FINAL IDEA

SAFE ZONE

PITCH

There was two main focuses in my pitch. 

• What would air on the channel?
• When would be the prime time?

I had six logos to chose from but I chose the one with the light on it. I think that this logo is good because it is a little big different. Although I am decided to change it a little bit after the pitch because  I wanted it to be something similar to what 'Sex & The City' and 'America's Next Top Model' would use. I described all of the my idents that I had come up, I we chose one.

Two of the three ideas that I pitched. 

Along with that I also spoke about what would also be on the channel. I came up with the idea that I would have films and television programmes but along with that have tutorials and 'How To Do?' Along with the 'trends' due to that being in the name. I felt as though the prime time for the television channel would be from 8pm onwards. During this time you would air the more popular things such as already known programmes and films. During the rest of the day you would air the 'How To Do?' This is because the majority of people wouldn't be watching as they would be at school/college/work. Although it would be mainly housewives at home at this time.

AFTER THE PITCH

Storyboard of my final ident.

I pitched my idea and the group decided that I should go with my third idea. The idea is at the start that my ident would start with a darkish background with the words 'Trending' on the screen, it would originally going to be 'Trending TV' but I liked the sounding of 'Trending' by itself instead. A shadow of the light would then appear. The first part would last for two seconds.

The second part will last for three seconds. In this part the shadow of light will get slightly smaller before disappearing. Then in each of the four corners you will see part of a word. Each of these words will be what the channel is about. 

The writing would slowly move more central. They would take tiny movements so that everytime they would move a tiny bit more. The words would all be in one colour. This again would last for a further five seconds. 

As the four words start to get closer, four other words in another colour do the exact same thing. This time the words will describe what the channel is about more than what the channel actually is. Once all of the words are next to the logo they will stop moving. Again this will last for two seconds. 

As the words stop each of them slowly fade and the logo 'TRENDING' slowly gets a bit bigger. The light then appears again and then fades into it till all you can see is mostly the light. 

DIP TO BLACK... last for 5 seconds. 

END. 

PRODUCTION & ANIMATION - MAKING THE IDENT

After considering on whether to do it in stop motion or animation I eventually decided that I would create my ident using Adobe After Effects. The font that I used was on Dafont called 'Grenouille.' I made the text, light and background on photoshop. The background colour is grey because of it being a neutral colour. The way I did it was through using separate layers and adding each of them to it on After Effects. It was important to use separate layers because they are so much easier to work with. Once I put them into After Effects I wanted the light to fade out therefore I scaled it down to 0 to 100 and from 2 seconds onwards let it fade out. 

When the lights fades out the title 'trending' gets smaller so it is no longer the main part of the ident. Once it gets to the smaller size the words 'fashion' 'beauty' 'diet' 'lifestyle.' Each of these words come from each corner in black lower case font however the same font is still used throughout. Once they get about half way from the corner to 'Trending' in the centre. The next four words that come in at the same speed however in white font. One comes from the top, one from the bottom, one from the left and one from the right. Each of these words describe what is on the channel 'health', 'make up', 'style' and 'glamour.'

At 5 seconds each of the words stop moving and as they are as close to 'Trending' as they can possibly get. Everything stays still for a couple of seconds before the eight words disappear and 'Trending' gets bigger again and the light comes back again, the reason I did this was because I wanted the start and the end of the ident to be the exact same. 

PRESENTATION BOARDS

This first presentation board is what would be shown between the television shows. This would be to highlight a particular show due to its popularity. Highlighting this means more attention to it therefore more viewers. It is important to show an ident of a popular show because therefore the audience is aware of the show. Also if it is a main show the chances are that the channel are riding on the success or failure of this show. 

This next ident would be shown just as the credits are rolling on the last programme. The idea I had for this was that it would be in a Netflix style as the old programme is finishing and new programme is starting. The logo would go into the top right hand corner, with the credit for the previous programme going just below the logo in the centre on the right. The next programme would be announced on the left hand side of the previous shows credits. 

This final ident would be shown before a big group of programmes that are popular would be shown. This ident would be shown twice on this day, this would be the Sunday's evening schedule therefore it would be shown in the morning so people are reminded of what is on in the evening and then again it would be shown in the evening. The programme schedule would be shown on the left hand side again with the logo being on the right in a smaller font.

Finally here is my ident. I hope you enjoy. 

Trending TV from Naomi Doddridge on Vimeo.

Successful and Unsuccessful TV Idents.

Example of TV idents 

The transformation of BBC Three 

There has been a lot of change in the 'BBC Three' idents. In 2000 BBC Three formally known as BBC Choice decided that it was time to air programmes directly aimed at a young adult audience. Therefore this meant that their original ident had to change to keep up with the new programming. The new ident featured a single heart in the centre of the bright background, from which other hearts came out of. The other hearts included smaller hearts and an outlined heart 'beamed' directly out of the screen. 

In July 2001 BBC Choice rebranded again, however this time they got rid of the hearts and put in three boxes (top left) The boxes would interact with each other and make their own shape. These boxes were used throughout the channel such as to show upcoming programmes. While the promotions changed the BBC Choice logo remained at the bottom of the screen, with information through the boxes. The box in the top right appeared with the title, day, time of broadcast with the detail written next to it. This was the same time as the channel wanted to change its format from 'BBC Choice' to 'BBC Three.' 

BBC Three got the approval from the government and the identity slowly began to change, which would then reflect the changes in the channel coming soon. In February 2003 it officially changed to BBC Three and there was a new identity for the channel. The new ident featured blobs set in a blue environment with towering three dimensional 'THREE' in the background. The idea behind these blobs were that they were designed to be characters and not presenters within the ident, they never commented on the upcoming programme as they were computer generated. The logo had completely changed to a slanted upper case 'THREE' set inside of a white box. 

For the final time in 2008 BBC Three unveiled a new platform. This platform included a new logo, this was due to new programmes starting on BBC Three. A new group of teenage programmes meant that a new ident was created with a curly font and coloured pink. 

I feel as though BBC Three is a very good example of keeping up with its time, every time something big happens within the channel the ident gets a modernisation I think this is important as again it shows the type of channel it is. I think its great how BBC Three has taken a modern twist from the original BBC logo just to show that it is still part of the BBC but not as basic. The reason for it not being as basic is because of who the audience is. 

Channel 4's changing ident over time. 

Channel 4's ident is a different one because over the years it has changed so many times but there has never been any dramatic change and always kept to the same basic shape.

On November 2nd 1982 Channel 4' first ident appeared, it was an incredibly colourful logo for its time. Before this there had only been three other channels; BBC1, BBC2 & ITV. Channel 4 was the first of its kind to go out of the box and do something different. It's ident was a lot of computer animated blocks which was designed by Martin Lambie-Nairn who at the time had also done work for the BBC. The animation was so high tech that it couldn't be done in the UK because there was no such technology for it therefore it was done in Los Angeles. Channel 4 were using new technology which was a movement for tv.

In 1991 there was another one made however it was never actually used. In 1996 there became a new design. In October 1996 there was a new identity created in house by the television channel. The new identity was called 'Connections' which was based on 4 circles. Although this wasn't anywhere near successful as the blocks therefore its no surprise that after three years they changed back.

In Easter 1999 there was a new green logo which for the first time was inside of a square at the right hand side of the television. This one was incredibly similar to how the BBC did there's because all of their's were inside of a box. Going back to the signature 4 was obviously a lot more successful than the 4 circles due to it lasting for 5 years with it coming to an end on 30th December 2004.

On New Years Eve 2004 a new identity was created again this time in house by 4Creative. This ident allowed the blocks in the logo to break apart for the first time. Another difference with this logo is that it appeared white and darker shadows on the sides. This new ident is made up of a variety of objects, this is because usually Channel 4 is advertising a programme and near the end Channel 4 will pan to this ident and it will slowly pan out.

In the more recent years Rudd Studio had been asked to work with Channel 4. In 2005 Rudd Studio were asked to make the logo centre stage again therefore creating a new static logo, a new presentation and a new print look. In this re-branch Rudd Studio made six end page variations. Rudd Studio wanted to change the way of the shape and structure of a tv frame and therefore challenge the need for formal grids. Rudd Studio had designed the menu system in a previous update and believed that it was still working really well therefore they kept to the same design they decided to give it a new in and out and rotate the composition so it shared its looseness of the other elements in the ident.

While doing this Rudd Studio also looked at the impact that it would have in other areas such as; billboards, the web, posters, magazines etc. The way they wanted to do it was so that it was the exact same logo although every time someone saw it, it would be that little bit different.

More recently in 2010 Rudd Studio looked at the logo again although did nothing to the actual logo they suggested looking at the logo from the different angles.


Due to Channel 4 being ahead of their game when they first started it is as though Channel 4 are still ahead of everyone when it comes to their idents. I really love their current ident I think because it is very different to anything on TV at the moment. A lot of television productions have a problem with marketing their television channel however I think that Channel 4 is an example of how it can be properly done with success.

Unsuccessful TV Ident

BBC Two very unsuccessful logo. 

I think the most unsuccessful TV Ident in my eyes, is the BBC TWO one of 1986. This ident is incredibly dull and boring. The reason for this is because of how basic looking it is. I think that the biggest problem with this ident is the fact that it is written like the number 'two' instead of the '2.' Doing it this way is actually a lot harder to see and read therefore one of the reasons it was very unsuccessful.

Another reason for it being so dull and boring is because of the colour scheme. It follows the RGB (red, green, blue) although you can't actually tell the difference between the green and blue because they look so similar. I think it would have been better had they used different shades of the colours to make it stand out more. The background is very dull with it being white. I think this could have worked had the logo been more 'in your face' however with both the logo and the background being dull it is pretty rubbish to look at.

When Alan Yentob a television executive did his research he realised that the audience perception confirmed in his mind the need for a new identity. His findings were incredibly damaging as he was introducing a much more vibrant policy. His audience research found that BBC2 had not kept pace with the changing product with people describing BBC2 as; 'middle-class', 'snobbish', 'boring' and 'highbrow.' Along with redesigning BBC2 there was also an argument to redesign BBC1 as well however the audiences view of BBC1' was that presentation was a little bit more positive with people saying that it was 'British', 'quality' and 'general entertainment.' Alan Yentob found that the globe that BBC1 used was very strongly being identified with the BBC therefore the case for redesigning it was far less needed. There was an argument to get a refresh design of it though and the controller of BBC1 Jonathon Powell agreed and and decided to raise the standard for both of them.

'I realised that the TWO identity was a problem as soon as I took over the channel. It was obvious that the logo made absolutely no impact. It was singuarly unmemorable and it told you nothing about the channel' Alan Yentob speaking after he changed the logo from 'TWO' to '2.' It was clear that the 'TWO' was never going to stick.

The commercial value of airtime of presentation for BBC1 and BBC2 together was enormous as BBC1 had two and a half hours of junction time per week while BBC2 only had one a half hours. The lack of media planning meant that junction time was not used to its full potiental. This then showed that the BBC would need to develop new skills to confront the market realities of British television.

A big problem for BBC at this point was the fact that Channel 4 were coming up with some major groundbreaking ideas which were putting the BBC to shame. Which is why it is no surprise that after a few years they got bored of this logo and decided to hire Martin Lambie-Nairn who designed the Channel 4 idents.

Martin Lambie-Nairn and his team were up against a lot of competitors. The BBC TV Senior Management received Martin's presentation report well and therefore an organised pitch in response to their brief meant that they were now back in competition with some of their old rivals. The short list was made up of three names; Wolff Olins - along with the BBC graphic design department, English Markell Pockett with Michael Peters and of course Martin Lambie-Nairn and the team.

Martin Lambie-Nairn and his team felt as though BBC2 had to be 'witty', 'innovative' and 'surprising' although they knew that this couldn't all be done in one ident. Therefore there was an idea of a family of idents to reflect the different programming on the channel. This idea then reflected on the idea of BBC1 and BBC2 having a 'brother and sister' relationship in how the two channels worked together.

The best way they thought about creating the idents was to get artists such a David Hockney to interpret the logo in their own style although at this time 'TWO' was still being explored as they were still looking into the style of 'Quay Brothers.' The time was slowly running out for Martin and although they had a very good idea about what to do for BBC2 they had very little ideas for BBC1 although at this time they had to pitch the ideas that they had.

During the production of the BBC2 idents things were problematic. They had produced hundreds of storyboards and knew what they wanted and needed to shoot however when they shot it they felt as though the greens and browns were far too harsh and wouldn't work. So when they found out the response of it they were quite overwhelmed. When the idents got released BBC2 were regarded as a far more accessible and entertaining channel than before. This was the 'control' situation that they had wanted with no editorial or no scheduling changes. The only thing that they had changed was the channel's identity.

BBC2 then became a talking point that was seen as sophisticated, witty and stylish.

Since 18th February 2007, BBC2 have been using the 'Windows of the World' idents they are a series and were created by Abbott Mead Vickers BBDO (an advertising agency) and produced by Red Bee Media. The idea that they had was that the idents would have a number 2 cut out which shows part of everyday life. The new idents feature a number '2' with a view behind it. This new look also featured a new design of the BBC2 logo. The box that was previously purple is now an aqua shade which is very similar to the idents of 1991. Aside this the 'TWO' font had changed to Avenir from Gill Sans. Previously the box was placed to the left of the '2' opposite to where it was in the previous look.



Since then it has been redeveloped three times; once in October 2008, once in June 2009 and finally again in March 2013. However on 9th July 2014 the idents were put on hiatus. This is due to them using the retro 1991-2001 idents. The producer announced that these would be used into 2015, so it is not known when the 'Windows of the World' idents will be back.
Between 18th Feb 2007 and 9th July 2014 there were 11 different idents that were aired for 'Windows of the World.'

Channel 5

Another ident that I personally dislike is the Channel 5 one. Channel 5 although only launching in 1997 have had a lot of relaunches of their TV ident. Over the years they have kept it very basic with only five logos and five colours, although this did change in September 2002.

In 1997 they started off with two test cards to see which one would work. In that same year they had a number of different ident's that they liked to show. The first one was of an elevator going up to the fifth floor which was in green. The second ident was of a studio which again was green. However they then changed it to blue with the logo suspended in the key frame. However it was clear that they didn't like the blue because another one that they used was flowers in a red background.

Jump to 1998 it was the time for Channel 5 to have a slight change. With the flower ident being changed from '5' to 'five' before this Channel 5 were the only channel which consistently introduced special idents to welcome in the new year.

In 2001 Channel 5 decided to use celebrities to introduce their programmes an example of this was using Linford Christie, each of these celebs would say something in the ident. Although shortly after this started it got eventually dropped. After the celebrity failure ident, Channel 5 had a much anticipated game show named 'GREED' although this programme was dropped almost straight away a new channel 5 ident did come out of it.

In 2002 Channel 5 had a complete rebrand. They had different colour ident's corresponding to the five colours of the Channel 5 logo. Although blue, orange and magenta were only made with yellow and green nowhere to be seen. Each of them were featured inside a coloured square.

1. Orange
2. Blue
3. Magenta
4. Blue used for only film.
5. Orange used at 'soap hour' obviously for only soaps.

However this only lasted for six months.

Five 2002-onwards

With that previous ident only lasting six months it was clear that they wanted something that was completely different. Therefore getting rid of their 'tacky' image launched yet another rebrand and changed their logo to the word 'five.' Everything that was previously on it; shapes, colours and numbers were all gone. Instead of this they replaced it with scenes with random things in them. An example of these were weedkiller, girl with red hair and swimming.

Although since then their hasn't been a relaunch although their has been some changes to them switching between using 'five' and '5' and mainly using the colour red in their ident.

The reason why I don't like this ident they because when you think of Channel 5 there isn't an ident that comes to mind straight away and this is because there isn't one that they have stuck to for a long time and I therefore think that this is a problem for Channel 5.

http://www.tvwhirl.co.uk/channel5.html - October 2014

http://www2.tv-ark.org.uk/channel4/ - October 2014

 http://www.ruddstudio.com/project/channel-4-re-brand-2010/ - October 2014

Martin Lambie Nairn - Brand Identity for Television - BBC2 - October 2014

Purpose and Nature of Ident Design

An ident is used between television programmes to identify the channel. There are six main elements that need to be considered for creating an ident they are; identity, branding, marketing, packaging and repackaging, scheduling and segmentation within scheduling. The main idea is to give the audience an insight into what the channel is about. Idents can be incredibly powerful because a good ident can make a company millions or indeed break them.

The challenges while making an ident is that the look, movement and music need to all match. It needs to be something that is simple yet unique. The problem is that traditionally television and marketing do not mix together as one would say it is harder to sell a programme than it is to sell a television. There are certain principles that when it comes to television cannot be used to develop their own marketing craft. This is because it is known in television that too much time is spent on analysing it's markets and too much on developing its long term marketing strategies.

Another problem that designers have is that television producers have no idea about positioning. A distinctive position separates one company from its competitors. However unlike a lot of other brands they have their own word or concept. With television companies instead of being unique and credible they have a 'me too' attitude where they are copying and following what the market leader is doing. An example of this is 'We need to target a younger audience therefore we need to look at ...' Therefore these companies aren't coming up with any original ideas however copying those that already exist.

Due to television companies being in charge of themselves for far too long it has meant that they are not prepared to change their structures and accommodate to a market led approach which then the responsibility and control will lie with the senior television management. Therefore this is meant that they don't see the value in marketing and don't incorporate into their company structures. Which means respect isn't gained.

Television companies are not based to one country and now many are international and based in 100s of countries. Therefore they need to create a brand that is going to be recognised in several different locations; channels such as BBC can help establish an identity that can be sold across the world. With things like online platforms such a websites showing programmes it is essential that they keep up an image that can be shown across the globe.

'The concept of brand identity is mouthed by people in television but i'm not sure if it is truly understood' - Andy Birchall

 The limitations for an ident are; typography, colour, aspect radio, a desired tone and the duration.

Typography - Needs to be big, bold & easy to read. Majority of the time it is on white font with a coloured background. This is a limitation because the designers have to display who their company is aiming at. While they are doing this they have to hold the audiences attention for the 20 seconds its on the screen. An example of this is Channel 4 the simplistic design it doesn't require much other attention. In contrast to the old BBC 2 ident which was known for being boring.

Colour - A completely different colour to the font. There is sometimes a problem with using certain colours because when they are put on the screen they can go a little discoloured. Also the colours have to stand out so they are suitable for everyone to see such as people who are colour blind and those that are impaired sighted. An example is the BBC as its background colour is themed and different every day. Along with being on the television screen the ident is shown on billboards, advertisments etc and therefore shown more than once. ITV change the colour of their billboards depending on what show it is. An example of this is when Downton Abbey' ident is shown. The colour of the theme of the Downton Abbey ident is usually brown/gold therefore that is will be the colour of the logo. In contrast I'm A Celebrity where the theme colours for the show is green/brown due to it being based in a jungle therefore if the colour of the logo was gold it would look stupid and nobody would take interest in it because it wouldn't look right with the ident.

Im a Celeb vs Downton Abbey

Aspect Radio - The sizing of a widescreen is 16:9 therefore they need to make sure that everything is fitted inside of the screen. Along with that it needs to have no geometric distortion, clear pillar box edges and must be black outside of the picture. If everything is not fitted on the screen it can look unprofessional. Below I have inserted two versions of the BBC 2 ident; one inside of the safe zone and one outside of it.

What is a safe zone?

Safe zone/area is used in television production to describe the areas of that the television picture can be seen on the screen. The use of safe areas is that they ensure that the most important parts of the picture are seen by the majority of viewers.

Title Safe Area 

The title safe area is the rectangle area which is far enough in from the four edges so therefore the text and graphics are shown neatly with a margin and without a distortion. The problems occur when the editor of the content does not take care to ensure that all titles are inside the title safe area. Some title edges could be chopped off when viewed in some screens.

In the safe zone - correct

Not in the safe zone - incorrect

A desired tone - Majority of these are aimed at families therefore the tone their idents gives is that they are family friendly. An ident gives the audience an idea of what type of channel it is. Each channel depending on their audience will have a very different tone. 

An example of this is E4; it is very big bold and bright. The white and purple wouldn't interest everyone yet because their audience is mainly teenagers they cater their ident for that audience. Also the entire ident has a very teenage feel about it. The reason for this is because E4's ident is someone taking a can out of a pretty empty fridge which looks as though it has some pizza and cake inside of it. The character makes it obvious of the audience along with the fridge this is because when the logo goes back to the seat it is very messy like a teenage environment while watching something on the television. 

In contrast ITV which is seen as a family friendly and warm channel. Therefore Matt Rudd of Rudd Studio designed it so that the logo should be based on handwriting to show the family feel. He decided to do it so it was in lower case and the letters were all joined together so it seemed like less of a logo and bringing more life to it. By adding extra features to it, there was a feel that it was too much with the warmth feeling it already had by just putting it into digital. 

Another ident which is the complete opposite to E4 is BBC 4 the reason for this is because the ident is very studious. From watching the ident it is very obvious that the audience for this channel is working adults. The idents mainly show a working environment whether it be people working in an office or a library. This is important because it expresses the tone in the ident and therefore throughout the channel. 

Duration - Usually an ident is before the beginning of the television programme/film therefore only last for up to 30 seconds. Taking an outside perspective from this ident it shows that the BBC 4 ident is infinate as it goes on forever after the ident is shown, it doesn't just stop it goes in a loop. The reason for this again is because of the audience, this ident in a way represents the audience as they are working adults so they keep going around doing a very similar cycle each day. Compare this to BBC 2 where it starts with action and settles down, you know that after each ident on BBC 2 has finished then that is it and they don't carry on. 

The logo is continuously changing. It can adapt its texture & colour to the surrounding environment. The ident isn't just on the screen, it is also used to market the channel. It can be put onto billboards, magazines, stationary etc. This is the biggest marketing technique. 

ITV use colours correctly which ensures that all are recognisable to the audience. They only use tints when it is essential in them communicating their message to the audience. While Channel 4 use a basic colour palette to avoid using different versions of the same colour. Percentage tints can also be used in any of them colours, which other colours are used when it is appropriate such as when placed over a photograph the colour of the logo may be taken from the image. 

The type face has been designed to be used throughout the channel. The writing that Channel 4 use is called C4. It is supplied in the open type format and supported by PC & MAC therefore they can only use certain fonts. The fonts they use include C4 text regular, C4 text italic, C4 medium etc along with condensed fonts. C4 headlines are used for copy on billboards and press aids. Within the advert there should never be more than three levels of typography hierarchy;

• Headline
• Qualifying statements and tuning information
• URL

In the text box colouring the colours may be used to help differentiate between types of information when placed over a photograph. However if not the colours will be taken from the colour palette. The typography position will provide more flexibility for the information it can be moved up & down the left hand margin in order to the imagery to have room to be the main focus.

When it comes to the advertising it is important that the tone of the voice comes across right. The tone needs to be bold, surprising and challenging. Sound bites are also used in posters and advertising to keep the communication clear and simple. In the writing copy it is all in lower case because it is a lot easier to work with and to read. The advertising signature is the URL of the channel the URL is used when there is relevant and corresponding information of the Channel 4 website. The URL should always be on the left hand side but it is aloud to appear broken or unbroken. The position of the logo is in the centre right in any advertising format. This is the only place it is aloud to be in and should never appear at any other size. 

The imagery of an advert needs to be engaging, original, memorable and eye catching in order to reach its full potential. The questions that will be asked are 'How the images are going to be used?' The use of pictures dictates the type of photographer or illustrator needed. The format of the advertisement or poster will also affect how artwork is produced, although the most important thing to remember is where the logo type will sit. 

There is a lot of media considerations when it comes to advertising and particular media have a stronger appeal to some groups than others. It is important to understand what an advertisement needs to say and who it is speaking to, this is because all parts of the media have its advantages and disadvantages and therefore this needs to be taken into consideration when creating the advert. 

Newspaper

Adv - Delivers current messages and quick turnaround which means it is very topical. 

Dis - Cheap paper and bad printing means that the images are very low quality. 

Magazine

Adv - better image quality & targets a certain audience 

Dis - Magazines have a long life span which can be up to a month therefore the advertisement can be out of date before it is seen. 

Billboard

Adv - Attracts a lot of people because of its size and the location 

Dis - Had to be specific on a billboard advertisement

Brand identity for television with knobs on Martin Lambie Nairn - 'Brand Identity for Television' - October 2014

http://www2.tv-ark.org.uk/channel4/ - October 2014

http://www.itv.com/news/2013-01-14/new-itv-logo-rebrand-2013/ - October 2014

http://en.wikipedia.org/wiki/Safe_area_(television)  - October 2014

http://www.slideshare.net/stefan-constantinou/limitations-of-television-ident - October 2014

http://www.logodesignlove.com/itv-logo - October 2014

http://www.ruddstudio.com/project/channel-4-re-brand-2010/ - October 2014

http://www.channel4.com/about_c4/styleguide/downloads/C4StyleGuide1.1.pdf - October 2014