Unit 21: Desinging Ident for Television

Task 2- Understand the opportunities and limitations of on screen graphic representation.

December 11, 2009 at 12:02 pm (Unit 21)

Task 2 – Understand the Opportunities and Limitations of on Screen Graphic Representation.

In this task I will be carrying out a primary and secondary research into the opportunities and limitations of televisions idents. I will be finding my primary research from the company Lambie Nairn, a branding and designing agency. Lambie Nairn are a private company founded in 1976 and are based in the UK. The company are known for banding and re-banding of companies like, The BBC, Sainsbury’s, O2 and Channel 4.

Opportunities.

The corporate identity plays a focal part in the design of a TV ident and logo, because a designer would need something to base the idea on. For example, if a children’s broadcaster needed a new brand, the designer would look at the company’s codes, the target audience and the type of programmes they air. It is also gives the  branding company opportunity to expand and gives the broadcaster opportunity to gain audience.

When BBC 2 needed to be re-branded 2001 because their schedule had changed to attract a younger audience, Lambie Nairn was hired to highlight this change. Keeping the broadcaster’s famous ‘2’ figure, Lambie Nairn brought the figure to life giving it a cheeky, fun and loveable personality. This personality reflected the new schedule and could relate to the audience. The ident were made to show funny and serious situations, so when a show of comedy genre is shown a funny ident would be shown.  BBC2’s viewing increased by 50% because of these idents.

Beforehand the branding company will meet up with the broadcaster and they will discuss the direction they would like to go and how they would like to re brand.

To make it real, these beliefs are supported by a set of personality traits which reflect the tone of voice the brand needs to portray both verbally and visually, A quote from the Lambie Nairn website.

Lambie Nairn branded Channel 4 giving them the identity of the ‘9 blocks’ making out the shape of the number 4.  The brand came action when the channel came into creation.

Limitations.

To find out the limitations on an ident, I emailed a number of graphic designers and branding company, who have had experience, to see if an interview could be arranged. I lucky enough to a reply off of a company called Heavenly, a graphic design company who have made idents for the broadcaster Discovery Knowledge. We arranged to have an interview via Email.  I also received an email back form Lambie Nairn’s P.A, who said that I would get a reply from designer straight away as they are very busy at the Christmas period.

From my questions for Heavenly, I found out that the time limit for a branding project (positioning, identity, guidelines) will take 3-4 months. They also said that the client will give them a time limit and that the project has to be finished by then.  I asked about the budget but because they are the graphic designer, it’s more about what the company who want re-branding spends on them. I found that for a branding project, it can range from £50-200,000.  But they did say that the client will give them a set budget to work with.

I asked if the target audience play a main role in re branding, in which he replied, that they test their band ideas on the consumer to say what they think. They also look at the channels pervious brand and idents.  I asked if the rebranding ideas were down to them or were they giving a brief. In which they replied:

We are typically briefed on a corporate challenge (i.e. need more sales, more awareness etc) and will put together a branding proposal to respond to those business.

I was told that the uses PCs, MACs and Mac software to make an ident. I finally asked if they faced any problems during a project, to which they simply replied:

Creativity is a challenge – but we always get there!

http://www.heavenly.co.uk/