Opportunities and limitations of onscreen graphic representation

TV idents are commonly done in the form of graphic representation. Graphic representations are found in all forms of graphic communication, which is the “process of creating, producing, and distributing material incorporating words and images to convey data, concepts, and emotions. -The field of graphic communications encompasses all phases of the graphic communications processes from origination of the idea (design, layout, and typography) through reproduction, finishing and distribution of two- or three-dimensional products or electronic transmissions”. http://en.wikipedia.org/wiki/Graphic_communication. There are both limitations and opportunities of onscreen graphic representation, however the purposes of it is more important then the limitations it has. One limitation is text not translating well onto screen well and there being a problem with typography, the problem being that often when text is transferred it’ll pixelate and may have fuzzy edges. The limitation with typography is not such a big problem, as the limitation can be easily overcome if done skillfully by and expert.

Conveying something with the use of graphics is challenging, as it’s hard to convey a feeling, emotion or something with the use of graphics. It limits the values and messages put across to the audience. Designs have to be well thought about as the designer has to think about access and so the ident shouldn’t be largely text based, as it limits the audience being reached out to in the sense that not everyone understands English or can read English. It’s better to brand yourself with a logo or similar so that the audience can identify with the corporate identity better. In this sense the use of graphics is an opportunity as branding using graphics makes a corporate identity easier to identify with. The more technical problems with graphics representation is the constraints in the aspect of screen resolution and the design having to be designed with the ration in mind, as a problem could be that the design doesn’t work with different ratios. Also the motion graphics software are moving faster than the changes in television and so designs may be created in formats that can’t be transmitted in a formats such as HD or 3D. 

Moiré patterns are commonly seen on television screens directly when a person is wearing a shirt or jacket of a particular weave or pattern. As the person moves about, the Moiré pattern is quite noticeable. Because of this, newscasters and other professionals who appear on TV regularly are instructed to avoid clothing, which could cause the effect, more commonly known as 'strobing'. Moiré is also a problem with idents and attention to this in designing idents should be paid attention to in order for the design not to ruin at the end. As a graphic designer you have to be careful not to put lines too close together when designing and creating tv idnets.

An Example of Moire Fringing 

Idents are also referred to as stings a reason for this being that they are short and quick like a sting and can be seen as “penetrating your subconscious”- Miss Brooke. They have with it the opportunity to establish a corporates identity, which is one of the purposes of them. TV idents are relatively new and before 1987 there wasn’t much need for TV idents and establishing corporate identity as a TV channel due to there being few channels available before then. However the new technology such as transmitters, and satellites, resulted in much more channels dedicated to making and airing a certain type of shows for different audiences. This brought in the need for TV idents to convey their personas to the audience in order to reach their target audiences and so audiences could identify well with the channel. The designs of idents and increase in TV channels created more jobs an

TV idents allow for channels to target a particular audience as before their audience would have been very broad. Before idents there was no way to describe whom the channel was for or age aimed at. Idents act as a reminder to draw you in, as TV watching companies such as BARB know that people don’t constantly watch TV but will have the TV on and be multi tasking, and so the ident may feature a voice over telling the audience what’s on next to bring them back so that watching the TV is their primary activity.

Badly designed idents is an ident that doesn’t communicate what it means to communicate failing its purpose and obviously being a big disadvantage to a TV channel as, it can put people off from watching the TV channel and so in this aspect the ident would be doing a disservice to the channel. Idents have to be presented right to an audience because as I stated earlier they tend to “penetrate your subconscious’ and so need to have the right values conveyed to the audience in order to grab their attention. They need to be either entertainment or information based so the consumer get an idea of what the channel is about. An example of a badly designed ident I believe is the old late evening paramount tv ident 

This Paramount ident came across as sleazy to the audience, and even though it is meant to be comical, the ident contradicts the values and message communicated to the audience during the day, which was clean, family, humour, for a leisurely,viewing pleasure and entertainment. However the ident later on sends the message that the channel is a comical sex channel, and confuses the audience in the sense that the channel has two personas; clean during the day and naughty and funny at night. The potential damage to the channel because of this ident is loosing viewers due to them not wanting to vae any association with the channel. 

In conclusion the advantages and opportunities idents provide out way the limitations and are effective in their purpose to brand, and promote. With the development of technology we are seeing idents pushed further, with the current trend and movement being to mimic averts and film videos, channel four’s idents are a good example of this http://www.youtube.com/watch?v=R94X1M7r1SU -there Tokyo ident is an example of video that could be used as an opening to a film sequence that has cleverly and creatively incorporated the branding of the company. The designs of idents are becoming more complex and better designed with the constant new motion graphic software’s being brought out. 

The Design and Purposes of TV Idents

There are multi purposes for TV Idents, marketing, branding, packaging, re packaging and corporate identity. Marketing is the way in which the ident delivers its values and communicates with its audience. The branding began simply as a way a way to tell one person's cattle from another means of a hot iron stamp, so essentially branding in an ident is the channel establishing their individuality, this is where corporate identity and packaging comes in, packaging is the way in which the Ident had been put together. The persona of a corporation is designed to accord with and facilitate the attainment of business objectives and so an ident is normally packaged with the corporations identity (Logo). Re packaging is the making the ident more attrative or presenting it a new way. Below are some examples of TV idents, some are old, and others re packaged. 

The BBC Idents are a good example in discussing the design and purposes of TV idents. This ident was made in 1953 and so the design is quite simple due to time period in which it was made. The design is made visually interesting by the graphics that has been incorporated. BBC 3 have always represented britain world wide and so the ident being round symbolises wide world. Birds initially can fly all over and have freedom and so the wings on the round picture are symbolic. 

Although the ident was made in the 1950's it looks very scientific and futuristic. The space and time of the ident seems to be that it's not realistic and looks a bit like a transmitter in space. It's interesting to see the colour schemes they've used, as even though back in the 50's everything was black and white they have specifically chosen to use white on black. The ident has a very slow tempo kept at a rhythm of 1-2 where a stroke of lighting hits the middle sphere. Because of the space and time in which the Ident was made the ident is not very dense at all, However  message being communicated to the audience is BBC, the future, pushing for improved technology. The screen tempo of the ident is very slow, and sci fi like, and is definitely not been designed for entertainment purposes. I'd say the main purpose of the Ident is BBC delivering it's values to its audience and branding themselves. The values being delivered are; "To enrich people's lives with programmes and services that inform, educate and entertain".- This ident delivers those values as it informs the audience of BBC and educates them in the sense that it communicates a message of fururistic technology. 

BBC 1 Ident- Music Video

This BBC Ident is from the 21st Century and so the idnet has been re packaged. however what has remained is the incorporation of branding and corporate identity by enclosing the BBC logo. I quite like this TV ident as it is entertaining and of visual interest. BBC have re packaged their idents to be more fun and represent all the different cultures ethnicity and places. BBC's idents today are an expansion on their values:

• We take pride in delivering quality and value for money.
• Creativity is the lifeblood of our organisation.
• We respect each other and celebrate our diversity so that everyone can give their 
• best.
• We are one BBC: great things happen when we work together.
• http://www.bbc.co.uk/aboutthebbc/insidethebbc/whoweare/mission_and_values/. 

The range idents appeal to the diverse audience BBC attracts. The music video symbolises the working together and delivers an entertaining and good quality ident. They incorporate the colour red and the same music in each ident but change the instruments used for the music, this essentially ties all their idents together. They'll often have seasonal idents particularly at christmas, they'll have a special ident that features the festive spirit. 

In this Ident it's been styled as a music video featuring motion graphics of the BBC logo and well known world. The ident is quite dense, the dance essentially has a lot going on with it however the red background limits the density and keeps things calm. The composition in the ident is very well fitted, the dancers have been fit into the camera shot easily due to the position in which they carry out their choreography. The tempo of the video is very fast paced due to taking on the codes and conventions of a music video. The ident is communicating the message of BBC being entertainment and the inclusion of the world and Logo lets the audience know that their representing the world.

E4 Ident- Animation
I like this E4 iudent, it's one of many that they have. E4's TV idents generally incorporate the use of stop frame animation or animation in their idents. some have a high density, such as the ident in the hotel room which has a lot going on in the frame. However this ident is animation based. I find it of interest as it's fun and quirky and brands the channel nicely. Again the ident brands, markets and is packaged well to the channels target audience. E4's target audience tend to be in the age bracket of 16-24 and so the quirkiness of the ident is well done. The ident initially starts of with a slow paced tempo before picking up building into a crescendo; being that the E4 logo splats out and fills a majority of the space in shot. the Ident is designed more for the purpose of entertainment, however is information lead when aired on TV (normally a voice over over the ident telling audiences what will be coming on next). Just like to BBC the ident uses colour (E4 uses the colour purple) and use of the well established logo in order to link their idents together.

The channel four ident conveys the message of being a hip, young and fun channel to watch. It's purpose is to break up the TV schedule usually being played just after a show before the adverts or just before a show is about to start featuring voice over. It acts a bit like a radio jingle which essentially acts as a short break in radio.

There are many TV idents, channels often will have more than one and they will not all be the same but  will be linked in one way or another. Idents can feature a range of designs however tend to be designed with the corporate identity in mind, usually reflecting the values and standards the corporation hold.


Channel four- Airplane Grave Yard Ident

Amazing ident. Starts small when in fact it’s a crescendo. The sound builds you into a crescendo and draws you in with a visual dynamic by having airplanes driving through the Montana.

Message is “we are a big channel, taking you places you’ve never been before”. The TV ident is interactive as the audience is looking for the four in the ident. The ident also messes with the codes and conventions of idents by not looking more like a film opening rather than an obvious typical ident.

ITV Ident Vs ITV 2

ITV 2 Ident targeted at its female section ident. The ident features a graphical mix of nail polish, sunglasses and other girlish elements. ITV2’s ident is more busy than the ITV its more entertaining than the ITV which his quite minimalist.

Graphics generated so is not set in the real world. The ident is like a girl fantasy world in the sense that when the nail varnishes drops all these pretty things grows from it. The ident had been heavily branded and the channel logo has been lazily slapped onto the ident.

BBC THREE idents

BBC THREE like to create weird out of world idents their fun and like to reach out to their target audience in an appealing way. The ident is colourful with a dominant colour in each one. The graphical created world symbolizes the fact that BBC is worldwide and the weird graphical animation is targeted at 16- 34 (their target audience). The Ident has been branded but in a fun way, it’s not so bland and forceful in its presence in the ident.

MTV Hits- sweet of Idents

MTV hits idents minimalist, not a lot of detail, so quite minimalis, however the idents are entertaining and at times entertaining

Film Four Ident

Really relaxed and calm idents, no build up of a crescendo but a slow steady tempo kept. Design is quite cinematic but information lead more than entertainment.

E4 Room Ident

E4 tend to appeal to a student target audience and in this ident starts off by having simplistic boring neat room and the becoming live with a graphical grass veering the floor, records coming out, pigs appearing etc. the Ident has a lot going on in it and by the end has a quite festival look to it, which reflects the student activites such as going to festival, being silly and not taking things seriously. The ident is a mix of entertainment and information lead; the information coming from the voice over of the ident. Again the dominant colour of purple was present in the ident and heavily branded.