3B- Channel 4 Suite of Ident- Opportunity and Limitation

In this report I am going to look channel 4 suite of idents. In this report I am going to be to explaining with example about Continuity of designTheme, Brand identity Tone, Appeal to target audience and also what is the limitation and opportunities of idents designed.

Whilst doing my research for channel 4 I found out in all of their suits of idents they incorporate their channel 4 logo as the number ‘4’ is made up of rectangles as the rectangle move to make number ‘4’ which symbolizes the brand identity of the channel. The theme throughout the suits of ident is space and time as you can see at time 0:03-0.10 as the camera zoom in on the logo and you see the detailed on how the logo is made up off such as, boxes fill up of homely stuff. Also the tempo is quite slow by doing this it makes audience guess what the channel is and creates mystery. Another example of this is at time 0:10-0.29 when ident promoting a film, which is to do with aliens and the number ‘4’, is reveled at the end. This will keep the audience interest by making an ident as a short film which takes away the though of watching an ident.  By this it tell the audience about the channel as the channel full of surprise and big reveals.

The theme appeals to the views by creating a particular tone for audience this can been seen as opportunity as the channel is trying express their channel and branding by creating a tone. For example, all the idents are playful, energetic and integrating with the audience as at time 0:41-1:02 as the number ‘4’ is playing games such as where’s Wooly and playing mind sticks as the lady was really confused on what was happening.

 Also in this ident we see that there are older people in this ident so channel suggesting their audience is older people. This can be a limitation as some audience will not recognize the logo. The density on the screen is not too much and focus on parts of the four. However the colour showed on the screen is green compassion to the other idents the colour was blue at time 0:10-0.29, this can been a limitation as we cannot recognize the brand identity and the colour is very important for an ident because the first thing an audience will notice is the colour.

Channel 4 used the same theme in different ways to create brand loyalty which I seen as opportunity as the channel being loyal to the views then word of mouth will spread and more audience will tune into watch channel 4 program. For example, in every ident display on channel 4 they all have the theme of environment and different ethnicity such as, race and age. This shows that Channel 4 is a diverse channel with different channel such soaps, cooking and reality shows. By having the same theme, which is space and time, it creates brand loyalty as channel 4 is consistencies and by having the same logo and particular style of channel it creates brand loyalty.

In the all have the same tempo and mystery at time 1:08-1:36 as it was set in the city and was focus on the taxi as time goes on we see the logo appear and at time 1:36-2:00 we see same theme which is space and time as the logo is positioned in the middle of the screen as the logo is made out of rectangles but this one is a night theme which tell a specific audience that there are programs being shown that is not suitable for a younger audience as watershed is put in place to protect views from harmful viewing. The colour are bright as it stands out from.    

 Channel 4 idents is information-led as in each ident presenter is giving information to the audience about scheduling. This is seen as limitation as technology is changing and becoming more develop and now audience do not stick to time schedule of when program come on as we have catch- up demand now. For example, at time 2:06-2:15 as there is a voiceover explaining what’s next and what is on later this is seen as informational led as there is no visual telling us that is entrainment led. The benefit of this that audience are aware of program on and later on. 

  Channel 4 idents are intended to be used at a particular time of day such as the Tokyo ident is set specifically at night due to watershed as you cannot display specific context and certain time. By this it remain audience that they are being showing programs that is more violence and warning them that this is going to be showing. In this ident you see the theme space and time as it reveal the logo at the end at time 0:15-0:35.

Also the colours are more lively and bright as it set in Tokyo where there is loads of lights comparing to other ident at time 1:35-1:59 we see the same bright  colours appearing showing that program showing is  lively and setting the tone. Whereas the daytimes are more dull and everyday settings which tells the audience you will see professional programs such as, channel 4 news, holloyask, cooking shows. The benefit of this is that the audience know what time of program shown at certain times of the day.  

 Channel 4 idents are intended to be used at a particular time of year for example, Channel 4 Christmas 2012 ident -- The Snowman & The Snowdog as channel 4 uses a narrative that everyone knows and used it ident to celebrate Christmas. At time 0:06-0:21 we see the 4 logo but the drawback of this it hard to recognize. This can been seen as opportunity as promoting programs and get the audience in the spirt of Christmas.

 The design of the suite is in communicating Visual information to a non-visual audience, appealing to a target audience; and the audience appreciating of desired tone. I think that all the suits of idents fit the design and purpose as s channel 4 got more noticeable channel that  have different segmentation such as pre rolls, E4, More 4, film 4, music 4. By this for each program has a different theme suited to that genre for example,  channel 4 Tokyo is different from the other segmentation as more culture and time and space is setting for the older audience. This ident is different as it keeps the audience guessing as the channel logo is reveled at the end. This creates the theme of mystery. Also in all of the idents it taking on journey as the 4 is always moving.

The design of the suite is effective base on the Typography, Pace, Density of Information, Brand Identity as it tells the audience information about the channel as being creative and program up next. The typography is the 4 which is always position in the middle of the screen made up by shapes floating in the air. Pace is quite slow as it creates mystery of the channel. The information on the screen is not to much as it focus on one subject the logo or object. By having the same theme logo style it helps create brand loyalty as not changing and the audience can trust them.