Evaluation Question 2

How effective is the combination of your main product and ancillary

texts?

What is Brand Identity?The way that a company wants to be seen by its consumers e.g. name, logo, colours, products, slogan, adverts, theme tune/ jingle etc. It’s important to have a unique and instantly recognisable trademark that a target audience can associate with the company. This is so that it will stand out from the others and most importantly, be remembered so that consumers can buy their products again.

Coca Cola brand identity example:

Coca Cola has an iconic logo and uses the red & white colours along with the slogan ‘open happiness’. Everyone waits for the ‘Christmas Coca Cola advert’ each year and it sponsors the Olympic games and American Idol.

Film Brand Identity example:Harry Potter and the Deathly Hallows Part 2

The iconic theme tune for the Harry Potter films is recognisable in any form (major, minor, orchestral etc)

The three main characters represent and sell the film as the audience saw them grow up on set.

The jagged, silver-lettered font used in the teasers, trailer and poster are unique and distinguishable. The famous Warner Bros Ident also follows this metal-looking theme against the cloudy sky.

A similar scene where the iconic Hogwarts is being attacked is also shown in this shot in the trailer.

Final promotional package for ShutterbugFilm Poster

Sight & Sound film magazine cover

Teaser trailer

How did we establish brand identity?

• The two main characters are shown in all three products.• The movie-title ‘Shutterbug’ is shown in bold white writing against a

black background in all three products. The film poster’s header and movie-title at the end of the teaser use the same font.

• The key phrase ‘my friend Abbie has gone missing’ is included in all three products.

• Props such as the camera and notepad shown in the poster and teaser represent and reinforce the film’s journalistic theme. The newspaper background on the poster reinforces this, as does the typewriter sound on the teaser and the font used for the ‘coming soon’ title.

• All of the products use similar low-key lighting and contrasting shadows. The poster and magazine cover use a black and white theme which also reinforces the newspaper idea.