BRANDING PROJECT MGR0902
THE BRIEF Television branding can be both the most rewarding and the most challenging work that a motion graphics designer might do. It is deemed to be the most creative area in which to work but is also the most difficult. It involves much more than just coming up with brilliant ideas. Analysis of the client and the audience are of prime importance. Consideration must be made of every visible aspect of the client – not just their on-screen look. The purpose of this project is to understand the concept of branding, and how this differs from, yet relates to, corporate identity, marketing, and advertising. You will begin by analysing and defining the personality and qualities of a brand. Moving on to visually characterising, interpreting and communicating the core value of a brand. The project will require you to work in groups and conclude with a formal presentation, as if to “the client”. Your brief is to devise a brand identity for a new TV channel of your own creation. You are to create a specialist satellite or cable channel that focuses on one genre. This could be quite a generic topic such as Sport, News, Weather, Film, Arts, Drama, Documentary, etc. Within these genres you could choose a more specialist area such as an Extreme Sports Channel, Sci-Fi Channel, Gangster Channel, Jazz Channel etc, the possibilities are endless. The choice is yours, but must be agreed by your tutor BEFORE commencing. At this stage you must also nominate your target audience for your channel, defined in age, gender, ethnicity etc. You must decide the individual personality and character of your brand, i.e. your ‘brand values’. This should influence all your decision-making and your visual design strategy.
You are then required to create designs that provide a brand structure that can be applied to various media as required. It is worth stressing that by designing a structure you are not designing every single artifact to a final state, but rather highlighting design decisions that need to be made to follow the brand identity.
“There are two principal attributes that make a brand powerful from a business perspective. It must be unique – and it must be relevant. Uniqueness is the quality that determines the ability to use the brand to differentiate one’s products… However, to be commercially powerful, a brand must also be relevant and appealing.” Michael D. Eisner, Chairman/CEO Walt Disney Co. (2002)
For hand-in you must develop and present your brand elements in a structured format that shows why these visual decisions have been made, how they behave and are formatted, and how they are relevant to the brand. You will also be required to produce an on-screen pitch presentation of the brand elements, including storyboards and animatics if applicable.
DELIVERABLES • • • • • • • • • • • •
Final animations for a master channel ident and an example of a moving promotions package such as ‘coming next’ must form part of your presentation and hand-in, together with any still image deliverables.
A logo/marque that can be developed to work in both print and on screen A brand font/typeface to work on screen and print Brand colours On screen animated master ident On screen branding elements derived from this, such as break bumpers, short stings, extended stings with living hold to carry voiceover On screen information design such as menus, caption styles, DOGs [Digital Onscreen Graphic] On screen promotions packaging for trails such as ‘coming next’ Cross-media applications of the brand, including print and on-screen Brand development for alternative media such as web, interactive television, mobile phone, apps Traditional printed stationery such as letterhead, business card, compliment slip Other elements including promotional material such as t-shirts and corporate uses such as on vehicles and buildings Brand guidelines: Traditionally this format exists as a corporate branding guideline manual or booklet in a format and size of your choosing that is relevant to the presentation of the work within, you would also be expected to produce a digital version
WHAT TO DO?
RESEARCH one of the worldâ€™s leading short film distribution labels, representing an extensive and eclectic catalogue of original, award winning films from across the globe.
"an association that sifts through the world of short film every month so you don't have to" - The Guardian
Has a Blog on the site but it isnâ€™t the main object.
FILM CHANNEL ANALYSIS Has links with Facebook, Twitter and Youtube
Founded in 2003
Has a jobs board for creatives
Has screenings at different venues around the world.
Has an option to watch the shorts online.
FESTIVAL RESERACH CANNES SUNDANCE
LONDON BFI LONDON INDEP
RESEARCH The BFI operates with three sources of income. The largest is public money allocated by the Department for Culture, Media and Sport.
BFI mostly focuses on events, things that people can actively go to.
Big links with Education.
FILM CHANNEL ANALYSIS
Can buy books and DVDâ€™s on the site.
Can buy Films/Posters on the site.
Has links with BFI IMAX theatres
On the website is shows the viewer how to qualify as British under the Cultural Test or the UK's Co-production Agreements.
Founded in 1993
IDEAS Links with different platforms of media
â€œTop chartsâ€? for the films
Ratings and reviews of new independent films. Black, White and Red theme. Empire-like font. not completly packed with ads and relating photography.
Links to third party magazine in conjunction with the site.
COMPETITION INDEPENDENT FILM CHANNEL A well known Film Channel with links to an online site.
Focuses on the now.
Links to big celebrities and amazing interviews.
Good theme and colour scheme.
Links on the web page referring to the channel
An option to become a member, making people more involved in the site
WHAT WE WANT TO ACHIEVE
- The insider to films - The behind the camera scoops - A channel where passionate film enthusiasts can get the latest news - A trusting source for film news - Consistency in design, a design that can be used 10 years from now - Where new technology and cutting edge film lives
WHAT WE DO NOT WANT TO ACHIEVE
- To be a gossip site for people who like films - A site where adverts overpower the site/channel - To dwell on past movies I.E. having a top 500 films - Have dated news -
BRANDING POSITION - WHERE WE WANT TO BE WE WANNA BE HERE
TONAL VALUES Addictive Technology Creative - Leaving people wanting to comeback and watch - People wanting to get the latest news - Wanting to watch the newest trailer
- Latest technology in newest films
- Camera reviews on the film enthusiast/ film makers
- Creativity in the featured film
- Sharing creativity
- Creating promoters of the channel
- Passion for film, for directors, for artists work
- Relating so much to the audience they take on the values of the channel
- Everything in the world should be documented into film
- Repeat watchers
BRAND VALUES How the channel is unique
- Tech Geek - Film enthusiast - Genres - News - Excitement in new releases - Social - Artistic and Creative - Vibrant - NichĂŠ - Cult
Tending to be different or develop in different directions
SOCIAL A place where people can watch and share films and knowledge
PASSIONATE Being very involved in the film industry
TARGET AUDIENCE 18 - 30 year olds Into film or studies film Looking for inspiration People who spend more time on the internet then TV
Spends most of their time at home, looking for a new level of entertainment A social individual Keeping up with the latest news in the film industry
Initial ideas EhMoVe Moovi .mov dotmov MuVII REEL TEEVEE FLIX RedCarpet Showreel Reel TV FILMUK ACTION 35MM FPS SHUTTER PANA
LOGO NAME Chosen Examples
muvii MUVII MUVII
LOGO TYPE DEVELOPMENT
MUVII MUVII MUVII MUVII MUVII MUVII MUVII
LOGO TYPE EXAMPLES
MUVII MUVII MUVII MUVII MUVII MUVII MUVII MUVII MUVII
LOGO CHOICE - WHY?
ASPECT RATIO OF CURRENT WIDE SCREEN 2.35:1