Summer Branding Research

Rudd Studio – https://ruddstudio.com/project/itv-rebrand/

The creatives in Rudd Studio won over the ITV company to work with their in house team for a large scale re-branding of the television company. The brief was clear to be a “positive part of people’s lives.” This means that their use bright colours were thought through along side their playful curvature of each of the logos letters.

This very visual based company had their logo designed so that it could be versatile within each genre of their shows. Such as the moody dramas had a darker toned down almost cold colours of blue and greys. This compared to the main logo used on the happier chat shows like this morning as well as laid out across the headquarters and merchandise. This communicates that the company is versatile for all audience members.

The designers made a new typeface which reflects upon the full title of the company being Independent Television. Each of the 3 letters touch, so by using ligatures the design is showing how the content from the business brings all sort of people together. The letter font is also sans serif, which is modern and clean. This helps for the versatility and fresh new look as well as showing the global audience that its bright and friendly to be the “heart of popular culture.”

The placement of this variable logo is always in the same position and always has the same dimensions with in the different designs. This will allow the brand to be in unison as it is all produced and broadcasted by them showing the audience that they are proud to be all together. 

Super Union – https://www.superunion.com/work/bbc-two/

This design agency linked with BBC creative team in an effort to update one single channel. BBC 2, much like ITV, is a versatile TV channel which will have a range of programs however they all have a message and meaning behind each program.

An advert free channel meant that between each program had the ability to either intrigue the view or make them switch so it was important that the designer thought about a great way to grasp the viewer with the next program. However, these programs could be very different with the genres and thus the target audience watching. Luckily all the audience should be enticed by their emotions so that was the main theme throughout their rebranding. The designers thought would be to use “one unique shape” which structures the overall look and allows the viewers to be brand loyal. This shape is in constant state of movement with many different variations so that the mood can be reflected from the next program. The theory being that the audience is attached to the feeling of the short animation and thus continuing to watch.

This sense of emotion is continued through the sound affects. Different to their competitors, like ITV, they had a key focus on the acoustics, hiring a composer. This meant that the viewer not only could watch for the emotion they could hear it giving a better experience, which the BBC is expected as the UK’s longest run television company.

When I visited Little Hawk in London I remember them saying that the worked with the BBC designing Doctor Who’s new branding. They mentioned the strict guidelines that the BBC have created to uphold their integrity and brand loyal customers. From this I believe that the main companies logo is always in the middle not to add more emotions but to inform the viewer that the program is made by a larger scale company not just BBC 2, thus encouraging the audience to look up other parts of the company, online as well as on the tv screen.

Pentagram  – https://www.pentagram.com/work/building-cycles

Being one of the largest design companies Pentagram create both digital designs as well as physical ones. Using this experience the business designed the interior and rebranding of the independent, non-profit company called Storefront for Art and Architecture. This place was created to show what the power of a good design has for a community and the future of a city. The new spring exhibition had the theme of the of cycles. This could be interpreted in many ways, one being a life cycle or as simple as a bicycle. All these elements are in a constant state of movement so the designers wanted to keep that fluidity going throughout their designs.

Their unique typeface created shows the movement of 4 lines in unison making up each letter. This can imply that the viewers can work together for a greater meaning, much like the individual lines built together creating something solid and impactful.

The single colour background also emphasises the type allowing all the emotions to be expressed fully. Another impact the colour has is being yellow with black almost stripy type is a visual metaphor of a bumble bee. This tone is what spring is about and the bee hive working together for one goal.