Screen Idents Emily Mitchell – Unit 32 task 3

What is meant by Idents?

When you think of a brand you instantly think of those things that make that brand what it is (the messages and aim behind that brand) this is a brands indents.

For example… The bbc use ‘one circle’ as its idents. This is the idea given by the BBC that when you tune in to them that everybody is united and that BBC is diverse enough that it fills the needs of everybody no matter what type of genre this is.

With in a brand such as BBC there is then a channel and then a program and each of these have their own idents.

How do they reinforce these idents?

Brands are constantly trying to reinforce their ideas of what that brand represents.

A common one is bumpers which is a short graphic display just before and after ad breaks.

Bbc sport 1988: In 1988 Bbc used this bumper for there sport news.

It displays an image of the entire world and lots of different colored lines reaching to different areas.

By doing this Bbc are trying to stress the point that their news is relevant to everybody and also brings the idea of uniting everybody with their news.

Images like this may seem pointless, but when investigating them they actually portray the image of the brand.

Examples of Screen Idents:

Comparing this to now…

In 2006 the BBC changed their idents (identification for the brand)

Previously they had used ‘Rhythm and movement’ for their image, this changed to ‘One circle’ the aim of this was to give the image of unity and being one together.

The BBC used bumpers to express this and usually they would involve images of people together, nature or animals. This gives a natural feel to the brand.

SKYSky's Idents split itself in to two to try and approach not just one audience but two this means that they attract more people and therefore have a wider audience.

Sky’s idents is currently ‘Believe in better’ giving the idea that sky strive to give you what other networks cant give you and that they believe in the best quality. Futuristic Soft, Natural, Child

friendly

Sky's News, Movies and on demand use images that are futuristic and cool and smooth giving the idea that sky is modern and looking to the future

For the younger audience such as on demand for child friendly films etc. they use much more natural images and bright colours this reaches out to children.

ITV In January 2013 ITV changed its idents due to the last being a flop, the new idents was named ‘Alive with colour’ giving the idea that ITV had programmes that presented excitement.

The new idents launched itself with 6 ideas: Beach, Bike, Lake, Market, Basketball and Pavement art. This has now progressed and using the same idea new images have come from this.

ITV then released a new Logo. The new logo had different colours running through and lower case letters throughout. The aim of this was modernise ITV by using lowercase letters it looks less blunt and more friendly and laid back (supposed to be more modern)

The colours were supposed to represent the moods of programmes – ITV news use a sombre blue and ITV 2 where most dramas and reality TV are use a hot red.

Programme IdentsThe BBC – Eastenders

Eastenders is a program that has run on the BBC for years and has a very famous image of idents that has never really changed. Firstly the famous theme tune is used a lot and recognised as the BBC and Eastenders. Secondly the image that is used at the beginning of each episode is its most obvious idents.

This image is a very famous image. In the left hand corner is the channel in which it is played on and underneath ‘Eastenders’ we are clearly shown BBC this is to reinforce that this program belongs to them. The image its self shows London and the Thames it’s a very famous image and reinforces the ideas of a classic Londoner and Britain.

ITV – Mr Selfridge

Mr selfridge was a program that was aired on ITV earlier this year. It was the story behind Selfridges the shop and the man that created it. Below is an image of the main character and this has been used for a bumper for ITV. In the background is ‘Selfridge and Co.’ By using this they are advertising the particular programme and also the station in which it is aired on.

Sky – Fox – Dexter

Within sky is a very famous channel called Fox and within this they air a programme called Dexter.

The programme is about a killer who murders other killers in order to feed his need for killing without hurting innocent people. Fox used the below image of an advertisement of the programme using red for blood but also stating what channel it is on. This is a clear way to advertise both the programme and channel through idents.

Keeping the logo for the channel and enhancing it in the advertisement for the program

Conclusion…

Idents is a powerful thing and without realising sets the images and ideas for a brand. Without idents no one would ever be able to distinguish a brand and within TV its vital that this is done in order to reach clear target market and make their label and brand stand out to all the other competition.