itv
motion
idents
Brief:
You are required to choose one of
the following options and take that
option through the creative
design process from concept to
finished client visual. Research
your chosen option carefully and
plan your response based on your
research and target market. All
elements of the design process
should be tackled, paper choice,
print finishing and binding.
ITV2, like many digital channels,
lacks a strong sense of identity
with its audience. It is often seen
as merely a platform where
different shows are broadcast
than a well-defined brand in its
own right.
Despite being packed full of freshly
made programming for its 16-34
target audience, it has yet to shrug
off its historic reputation as a just
a channel with ITV1 repeats and
extension shows.
As a TV channel, there are many
opportunities for ITV2 to express
itself, reinforce to viewers what it
stands for, the type of channel it is
and its personality. On air idents
are one of these opportunities.
Idents are between 5-20 second in
length and appear at the top and
tail of programmes throughout the
day on ITV2 (usually in conjunction
with a channel voice-over pointing
to forthcoming programming).
Importantly, the idents reinforce
to the viewer the channel they are
watching by strong integration of
the ITV2 logo. They are also one of
the predominant opportunities to
create distinctive branding and
personality around the channel.
The current six idents ITV2 has are
based on different executional
styles and different ‘youthful’
scenarios (all based on a moment
in the life of a typical 24 year old)
- ‘lust’, ‘dancing’, ‘getting ready
to go out’, ‘holidays’, ‘music’ and
‘open 24/7 society’.
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