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Level 3 T.

V and Film
Unit 32: Designing Idents for television
By Harry Burbidge
Chosen Idents to analyse:
1. MTV - https://www.youtube.com/watch?
v=3u_UQoMViEM&list=PLW0FGZR-j5vs4gA7ZpKarAaBKMEvIm7Wi
Duration point: 08:45 - 08:56

This Ident (made at around 1981/1995) depicts a science classroom environment, due to the
mise en scene comprising of chemical flasks, test tubes, blackboard with formulas and
heaps of books all appearing on the desk.
We see the MTV symbol being experimented on, from being looked at by a microscope and
being lit on fire.
During these experiments, the symbol transforms into a heap of disintegrated matter and
then turns back into its former self and then multiplies into smaller MTV symbols.
The scenario seemingly depicts a group of students experimenting on the MTV symbol and
gathering information about it.
This instantly appeals to the target audience school aged teenagers, who enjoy science
experiments (particularly with explosions) and attend classroom lessons. Thus the Ident has
a fun vibe, instantly attracting targeted audiences to the channel.

This Ident may implore MTV to be a new discovery which could be very interesting to find
out more about.
As a result the corporates identity can be identified as something new and unknown to T.V,
which audiences could be experimenting.

The young target audience typically exhibit a short attention span.


The screen tempo of the Ident is approximately 11 seconds. This briefly introduces the
channel and retains audience's attention span, as they wish to get straight to viewing the
program they are waiting to watch, on the specified channel (e.g. BBC 1).
The duration is also appropriate in briefly introducing the channel and its concept.

Despite this concept forming a positive association with the company, there were limitations,
which could have made the Ident more effectively engaging for audiences.
The aspect ration is 4:3, which was due to the Ident occurring from 1981-1995, where
Television sets did not posses enough width and height to form the 16:9 ratio we are use to
seeing on todays television sets.
High definition (e.g. 1080p - 4K) was not available either. Instead, standard definition was.
Therefore the color standard could not be made to look as visually appealing, for audiences.
The typography of the MTV symbol is a straight 3D metallic themed font, enforcing MTV to
be futuristic and original.
However this font was created with plasticine, which while looking moderately engaging,
may not have allowed for it to excel enough in creating engaging effect sequences.
Due to the MTV logo needing to be animated physically, there were limits to its explosions
and chaotic experiments.
In today's era, we have become equipped with extensive software enabling for large scale
non practical effects.

The Ident uses the humorous concept of the M.T.V logo multiplying and exploding during
each experiment.
Due to lack of animation software, stop motion was used, in making books and other objects
move and randomly appear, which gave a surreal and fun vibe, due to teenagers enjoying
stop motion.
Of course in this era, there was not as much software to give high scale non practical
software, which would have enabled in setting up a more chaotic experiment scene.

2: MTV 2010 Ident https://www.youtube.com/watch?v=pKmSVTPHHIw


Duration point: 0:00 - 0:12
This MTV Ident (created around 2010) is composed of a grey back background, giving a
dull quality.
However there are blob shaped characters, with small black eyes and multiple colours (e.g.
yellow, green, blue and red).
Therefore, the characters immediately stand out in the Ident and visually captivating for
audiences.

Throughout the Ident, they are performing a humorous dance movement, creating a surreal
and visually engaging concept for particularly youths and young adults to be engaged by.
The characters look cool, giving the company a supposedly young and up to date identity,
as the Ident also uses dubstep music (a current music trend popular among youths and
young adults).
The characters have rather bold and bright colors, instantly giving of an aesthetic appeal
visually.
As the characters are dancing to the music, the camera zooms in and out, while the
characters beat up and down slightly too, hopefully enforcing audiences to physically and
interactively engage by dancing.
The colours have a bold and neon tone to them, giving of a partying vibe to the channel,
that it is something for teenagers to view and possibly dance to, about with their friends.
Due to today's era incorporating wide aspect ratios and high definition, the visuals could be
made much more appealing, by highlighting the colours more accurately, in terms of
brightness and contrast, allowing for more visual intrigue to audiences.
The Ident lasts for 12 seconds, allowing audiences to not feel too droned into watching the
Ident, but yet seeing something instantly engaging and brief, increasing the likelihood of
them wanting to watch the Ident again possibly (due to it not being that long and thus not
considered a waste of time) and remembering the channel more.
Due to more software enabling for varied fonts, the typography for MTV is able to apply a
3D and rather slick outlined text, giving of a visually appealing font for the target audience,
who nowadays like to see more aesthetically pleasing visuals.
The text is 2D drawn and in a white box shape outline, giving the logo more dimensional
intrigue and distinction, thus enforcing audience's memory of the channel and its identity
more effectively.
Due to advances in animation software, 3D animation could be used to create the blob
characters as well having them perform surreal movements.
The aspect ratio for this Ident is 16:9. which is a current standard applied to many wide
screen televisions (sometimes can be more). This allows multiple people to comfortably view
the Ident at a high quality experience.

2: BBC 2 Ident - https://www.youtube.com/watch?


v=6K20Q5M2aSU&index=14&list=PLW0FGZR-j5vs4gA7ZpKarAaBKMEvIm7Wi
Duration point: 03:29 - 03:36

The target audience for this channel is predominantly aimed at middle aged and senior
audiences, who according to the BBC 2 are young at heart.
() BBC - BBC Two - Commissioning, Available at:
http://www.bbc.co.uk/commissioning/tv/articles/bbc-two (Accessed: 11th of February 2016).
This Ident was created on the 22nd of May 2006. BBC 2 wished to create and deliver
ambitious and alternative educational, community based and entertaining output.
This is to appeal toward audiences with distinct tastes.
BBC 2s factual programing was to showcase compelling content around contemporary
questions.
Therefore the Idents needed to imply modern events, familiar with the audience, yet be set
in an alternative vision, to appeal to audiences own individual interests.
The venus fly trap Ident was used to announce the upcoming broadcast of RHS Chelsea
Flower Show (garden show).
(3 December 2015, at 23:38.) BBC Two 'Personality' indents - Wikipedia, the free
encyclopaedia, Available at: https://en.wikipedia.org/wiki/BBC_Two_%27Personality
%27_idents (Accessed: 11th of February 2016).

Using just a shot of flowers, would imply a dull vibe to programme.


However, using a venus fly trap in the Ident, can be alternative and more appealing to
diverse tastes of the target audience. This is due to many people finding the carnivorous
Venus Flytrap interesting.
The RHS Chelsea Flower Show features an extensive variety of foreign plants. This is also
pre conveyed through the use of the venus fly trap, which is also foreign (originating in
places such as South Carolina).

The 2 logo has become a popular and recognisable symbol for the channel. The Idents
creative turn on making the 2 logo a venus fly trap has made the Ident more fun and
distinct.
This sets the channel's identity as alternative and fun.
It also reflects the shows format. The butterfly 2 logo is seen to be just as beautiful and
vulnerable, as the plants in the competition from the RHS Chelsea Flower Show, due to
climate factors affecting the competition.
During the 21st century, practical effects have greatly improved. As a result, model puppets
for the Butterfly and Venus fly Trap Ident were able to be made and perform specifically
required movements, while being shaped into a 2 logo also.
In this Ident, the 2 logo, with the appearance of a butterfly, while the mise en scene of leaves
and branches create a jungle environment.
Suddenly a larger 2 logo (appearance like a venus fly trap) eats up the Butterfly 2 logo.
During the time of its production however, there were not enough available engaging text
font software, yet this could be compensated by the already growing usage of practical
models.
Both logos have a very similar texture and appearance to the creatures they are portraying,
due to the extensive sources of materials and technology, the Ident was able to be remade.
Sequentially audiences can tell the logos to be the 2, but also establish easily what animals
they are.
The aspect ratio of this Ident is 4:3, meaning lack of wide screen coverage for the Ident, as
black banners were formed over the Ident.
However advances in High definition allowed for the Ident to be revamped in high quality
definition.

3: BBC 2 Ident https://www.youtube.com/watch?v=ipP07Z4DprE


This Ident (created on 1st of November 1993 and revamped on 22nd July 2014) comprises
of a fluffy turquoise blue BBC 2 logo moving on light blue table based surface with a red
background behind.
This Ident was usually used in announcing Pedigree comedies.
(7 February 2016, at 14:53.) BBC television indents - Wikipedia, the free encyclopedia,
Available at:

https://en.wikipedia.org/wiki/History_of_BBC_television_idents#The_TWO_.281986.E2.80.9
31991.29(Accessed: 12th of February 2016).
This concept is fun and humorous.
It enforces BBC 2 Pedigree Comedy to be alternative in its humour, yet still entertaining.
Due to advanced achievement of set designs and color aesthetics, the Ident was able to
apply a consistently engaging setting, background and character, enabling for audiences to
instantly be engaged by the Ident visually.
Nowadays, many adverts use a brand identity method. The 2 logo was given a fluffy
animal texture and had squeaky noises. It moved like a toy animal giving it an adorable
personae, likeable to broader ranges of audiences, potentially hitting young children and
teenagers too.
The Idents concept of a fluffy mechanical toy themed 2 is distinct and alternative, making it
more memorable and appealing toward audiences.
Both logos have a very similar texture and appearance to the creatures they are portraying.
Sequentially audiences can tell the logos to be the 2, but also establish easily what animals
they are.
A 16:9 ratio is used, allowing for it to be placed onto larger T.V screen, allowing large groups
of friends to watch the channel comfortably, thus watching the Ident and being more aware
of the channel.
High definition is also used, allowing for contrasting tones in the colour pallette to be more
recognisable and visually appealing to the viewer's eye.

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