The Grid Ideas

For this task, we are set to create a range of Idents for a new channel called 'The Grid' which will launch next year. They will broadcast various shows including American Sitcoms, Youth Chat Shows and different music videos. Firstly, I compared other channels that would be similar to The Grid, for example 'Viva' and 'E4' and listed programmes that they would show. I also researched on what font I wanted The Grid to have to make it   iconic and relate to it's name. After, I mind mapped everything that I associate with the word 'grid', mind mapped what shows and music videos would be televised and who my target audience is and began making my ideas for the Idents. 

My first idea was a girl blowing bubbles but they come out in square shapes instead of circular shapes. The letters spelling Grid would be inside until they pop. I did like this at first, but apart from being in the shape of a cube which is from a grid, it doesn't link to what the channel is about, who it's aimed at and what they put on air.

My second idea was an extreme close up of a person's face and they are playing with a Rubik's cube. Then I wanted the cube to burst and fragment in slow motion. I think this could work and it reminds me of an E4 Ident. It could work well because of the colours of a Rubik's cube is bright, therefore it might attract the audience. Furthermore, the Rubik's cube was invented in the 70s and the target audience lived in the era of the 70s on wards which relates to them.

My third idea was a grid split into three or four sections with short clips of different people within each box. For instance, on the top, I have drawn an over weight man sleeping on a sofa, in the second box I have drawn a woman in a suit and in the background is a work place etc. I also think that this idea could work because it illustrates people of different sex, society and interests. Moreover, the places I have chosen for the character to be in are in settings that are usually filmed in sitcoms and this demonstrates what type of shows are broadcast.

These are my final ideas of my idents. This is using animation only, and I decided to use objects that relate to those of 18-30 years, for instance, a Rubik's cube, and old school stereo, a pair of sunglasses and an old mobile phone. To link to the idea of a grid, I want to use shapes with bright colourful patterns to attract the audience. The bright colours also links to the 80's fashion because clothing was retro and luminous and the 70's because the clothing was inspired by disco.

Report on TV Idents

An Ident is a short clip briefly reminding the audience what channel they are currently watching. It is used to make people remember what their logo is, their identity and what colours, images and soundtracks they associate with their channel. Idents are required to show originality to separate their selves from each other to create versatility and difference from one and other. Usually, it is played before a programme is broadcast and in between programmes, incorporating their logos. On average they last for 30 seconds. When they are shown, some may use a jingle which allows the audience to remember and then recognise the brand name. Most Idents use bright colours to attract the viewers that make them retain their channel logo. 

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A continuity announcer then speaks over the music and announces the scheduling and the upcoming programmes like, what will be shown now, next and later on. Channels need and use Idents to advertise their brand name. In the past, they used simple logos but have now developed in order to capture the audience's attention.

A good example of a successful Ident would be E4s idents. If I were to ask someone what colour they would associate with E4, they would most probably answer with purple; throughout the years, E4 have effectively maintained their identity resulting to making the audience remember their well-known logo and the colour they have embodied. 7




Furthermore, the channel have created many Idents that suit all people for example, the audience’s ages, interests, sex etc. E4's aim is to push the boundaries of normality and do something new to shock viewers and illustrate something that they won't expect. Some of their Idents are comical and surreal and this helps the audience to remember their channel because they're abnormal and extraordinary. What makes E4 more individual is that they give people the opportunity to create Idents for the channel and this helps get a range of ideas. 'Short Idents created by budding artists and animators, through a competition every year. The Ident stay varied in tone and style because they are created by a range of people.'6

A very well-known channel that uses a reoccurring theme is BBC One which people recognise. In the past, Idents were called 'crests' which showed the logo and the channel name. They broadcast a globe with BBC in the middle. As the years have gone on, BBC One have decided to maintain their globe and circular shape Idents so that viewers remember the original image and associate the world with the BBC. As a development, instead of using the '1', they exchanged it to being spelt as 'One' which links to the cycle of the circle. 4 and 5

I think that BBC One has an effective identification because they continue to use a key motif of the shape of a globe in order to show the representation of their channel. They're showing different images and clips to appeal to different people, different societies and different ages.

Depending on what is broadcast on the channels, Idents should be varied so that it relates to the programme and the brand. For example, BBC One use a football Ident where a group of footballers stand in a circle, each kicking a ball into the centre. This is an example of maintaining the circular theme but also, this Ident is shown before a football match. By doing this, it allows the audience to know what is coming on next, and it relates to those who like to watch football. 

An unsuccessful channel was UKTV Gold 2. It was originally changed from UK Gold Classics in 1999 and has been re branded again into 'Dave' the home of witty banter 1 and 2 in 2007 by Red Bee Media 8 and 9, a company that is well known for creating Idents. This then became successful because the aim of channels and Idents is to relate to the audience. A spokesman from Wikipedia said that 'Dave' originated from the fact that everyone knows a 'bloke' called Dave and it seems appropriate for a male orientated channel. The reason why UKTV Gold 2 was unsuccessful because the branding identity name is too long for people to say and moreover, it's unlikely that people will remember it as opposed to Dave; a short catchy name people retain because it's comical and unique. Additionally, UKTV Gold 2's branding identity was unattractive and pointless; the font is boring and although the colours mildly relate to the colour gold, it doesn't capture the audience's attention enough for them to remember. 

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1. www.brandrepublic.com/news/856954/red-bee-media-unviels-dave-idents-support-rebrand/
2. www.guardian.co.uk/media/2008/aug/18/television.marketingandpr?iNTCMP=srch
3. www.theidentgallery.com/dave-2008.php
4. www.bbc.co.uk/archieve/bitsinbetween.shtml?chapter=10
5. www.en.wikipedia.org/wiki/BBC_one_'circle'_idents.
6. www.computerarts.co.uk/interviews/e4-idents.
7. www.thetvroom.com/ch-4/e-4-20-01.html
8. www.redbeemedia.com/news/red-bee-media-created-best-british-rebrand-uktvs-blighty
9. www.redbeemedia.com/sites/default/files/files/download/dave_wins_marketing_society_award.pdf.
10. http://www.theidentgallery.com/viva-2009.php