2) Corporate identity

Corporate identity



For media I have to make my own ident. I have been studying idents in class to get a true understanding of what an ident should look like. Out of all the channels I have been researching I have decided to choose BBC One and make an ident for that channel simply because BBC One doesn't have a specific target audience meaning the ident I create will be appealing to everyone. In this essay I will be describing my chosen channel (BBC One) using the corporate identity theory.

A corporate identity is the overall image of a corporation or firm or business in the minds of diverse publics, such as customers and investors and employees. (Wikipedia) It is a Combination of color schemes, designs, words, etc., that a firm employs to make a visual statement about itself and to communicate its business philosophy. (business dictionary)

The BBC One logo is a great logo, when people see the BBC One logo they can immediately tell that its the BBC One logo. BBC One have done this by choosing a great colour. The colour used in the BBC One logo is red. The color red is a warm and positive color associated with our most physical needs and our will to survive. It exudes a strong and powerful masculine energy. Red is energizing. It excites the emotions and motivates us to take action. It signifies a pioneering spirit and leadership qualities, promoting ambition and determination. It is also strong-willed and can give confidence to those who are shy or lacking in will power. (empower-yourself-with-color-psychology.com) BBC One doesn't have a specific target audience which means the colour red suits it perfectly because red isn't too masculine and too feminine making it appeal to everyone. In the BBC One logo a bold font is used. Bold text is used to emphasise a word or phrase. This makes the public remember the BBC logo.
For advertising BBC One use idents. An ident is a short advert company's use to promote their channel. The public recognize TV channels because of their idents. Public relations is about reputation - the result of what you do, what you say and what others say about you. Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics. The BBC's mission is to enrich people lives with programmes and services that inform, educate and entertain the viewers. The BBC's vision is to be the most creative organization in the world.

 BBC's value's

Trust is the foundation of the BBC: we are independent, impartial and honest.

Audiences are at the heart of everything we do.

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.
(BBC.com)

1936 - The BBC are first to broadcast regular high-definition TV

In 1936 the BBC became the world's first broadcaster of a regular high-definition television service. In the beginning, the gaps between the programmes would be filled with tuning signals (also known as test cards) or on-screen announcers. The first attempt at proper branding came in 1953 when Abram Games was commissioned to design the BBC's on-screen identity. He was famous at the time for designing the logo for The Festival of Britain of 1951. His Television Symbol, shown right, was a brass model whose centre circles could rotate. For BBC Scotland the spot in the middle was replaced by a lion. There were also other regional variations as well as a matching clock. This new "bat wings" logo replaced the BBC coat of arms on screen, and would be seen before programmes such as Quatermass II.

Screenshot provided by Jeremy Rogers

1962 saw the first example of the BBC lettering in boxes. Initially the letters were slanted with the boxes upright. Later, this would evolve into the familiar BBC corporate logo, with slanted boxes. This map ident was seen before programmes such as That Was The Week That Was.

Perhaps a map of the British Isles was not thought grand enough to represent the BBC, because soon the ident gave way to a 3D map of the world. Shown below is the clock that accompanied this first spinning globe. Notice the boxes now slope with the letters, as they would for many years to come!

The first globe lasted only a few months. Above is the second incarnation.

1964 - BBC 2 begins

In September 1955, BBC Television had a new, commercial rival when ITV launched. Both stations were broadcasting in the VHF band using 405 lines for the pictures. When in April 1964, the BBC began a second channel, it was broadcast using a new standard. This time the pictures were transmitted in the UHF band and contained 625 lines. For viewers, this meant that to watch BBC 2, a new dual-standard TV set was required. The mascot of the station, as far as I recall, was a zebra, hence the stripy effects in the logo. But the station launch was advertised by a pair of animated kangaroos. "Hullabaloo" represented BBC 1, as it would now be known, and in her pouch was her new baby, "Custard", representing BBC 2. Hullabaloo was so-called because BBC 1 was about song and dance. After hours of fruitless brainstorming, so the story goes, a BBC bigwig decided the baby kangaroo should be called Custard since custard goes with everything!

Screenshot by Sean Hughes

1967 - First broadcasts in colour

Screenshot by Sean Hughes

	The first colour pictures in the UK were broadcast by BBC 2 in 1967 when it covered Wimbledon. Colour broadcasts officially began on BBC 1 and ITV on November 15th, 1969, when they joined BBC 2 by launching a service in 625-lines on UHF. (Colour was never available on the old VHF system, which continued running until the 1980s.) To receive colour, once again a new television set was required. To encourage viewers to get one, TV stations heavily promoted their use of colour by adding a reference to it on their idents. Take the two idents above, change the colours and the typeface and you end up with this set from 1972.
The BBC 1 COLOUR globe was frequently seen in Monty Python's Flying Circus, which featured spoof continuity announcements.

The Seventies

	By the mid-70s, the slanted BBC corporate logo was all but forgotten, save for an appearance on the BBC 2 clock. BBC 2 kept the same colour scheme but got a new symbol made up horizontal stripes. The revolving cube was replaced by a cylinder device, which made the white stripes rotate one way and the light blue stripes rotate the other, before meeting back up again to form the number 2.
On BBC 1 there was another change of colours. The typeface of the lettering also changed to Futura Bold. The new globe appeared sometime after Christmas 1974.
Tell the time using a reconstruction of the BBC 1 network clock. (tv logos) bibliography

 http://en.wikipedia.org/wiki/Corporate_identity

 http://www.bbc.co.uk/bbcone

http://625.uk.com/tv_logos/bbc.htm