2-Analysis of Channel's Logos

2- Analysis of Channels Logos
Logo 1- ITV
Corporate design
Shape-
The ITV logo displays the shape of three letters, these three letters
being an I, T and V as they are the letters that make up the
channels name.
Font-
The ITV logo is written in a form of rounded and curved sans-serif

font, which connotes simplicity, minimalism and modernity.
Colour-
The logo colours are upbeat and modern and consist of a variety of
hero colours that come from across the colour spectrum. This can
suggest the networks wide range of content. The variation in colours
can appeal to various people and can bring on certain emotions and
feelings due to certain colours meaning different things.
Size-
The ITV logo uses up a rather large amount of space on the screen
on idents and online. The large size allows the logo to stand out
against surrounding imagery.
The ITV has a vast target audience approximately ranging from the
ages of 16-24. Target audiences are attracted through the ITV logos.
The use of colours in the logos are typically linked with the type of
programming that that channel shows. ITV One is a channel which
shows a wider range of programmes compared to other channels in
the ITV network. ITV One is the only channel that has multiple
colours in its logo, this shows its wide target audience.
Logo 2- BBC One
Corporate Design
Shape-
The BBC One logo is very simplistic. It consists of a rectangular

shape, which can connote the meaning of stability, trust and
honesty. This links to the channel as they promote themselves as
truthful, trustworthy and honest.
Font-
When designing the logo, the BBC decided that they wanted a
strong font, yet something that came across respectful and
appealing to a diverse audience. They aimed for it to convey
traditional qualities of the BBC One image. For this to happen,
designers made a concept of a font that had strong circular
impressions which is carried out through idents and onscreen.
Colour-
The logo has a main colour which is red. The colour red can
symbolise strength and passion. The writing on the logo is white in
colour which can show purity, perfection, and cleanliness. Both the
colours used in the logo go well with the channel. The BBC is the
strongest channel on British television, its the primary channel. The
deep red colour used can be associated with the red in the Union
Flag which shows British TV.
Size-
The BBC One logo is small in size compared to the imagery around
it. Just because the logo is small doesnt mean it is less effective
compared to logos bigger in size. It is still an effective logo and
shows that it is sophisticated allowing viewers to be able to notice
and identify the brand without the logo needing to be large or too
eye catching.
BBC One appeals to a broad mainstream audience, states the BBC.

The channel airs several different programmes in order to attract as
big and diverse of an audience it can. The channel presents itself,
not just to one part of its target audience, but instead to the whole
broad target audience maintaining an open feel. The channel
promotes itself on the idea of cleanliness, honesty, high quality, and
trustworthiness and this is all reinforced through the logos simple,
yet effective shape, colour and font choices.
Logo 3- MTV
Corporate design
Shape-
The shape of MTVs logo consists of a large, bold capital M which

represents the word music. The M can be seen as 3D to viewers
which gives out quite a quirky, funky feel linking to the target
audience of 16-30 year olds. The letters TV are included on the logo
and placed on top of the M. They are presented in a softer way as
whereas the M has a sharp and squared look, the T and V are more
rounded.
Font-
The letter M in the logo appears to use a box font style, whereas
the letters spelling out TV seem to be handwritten which can
suggest a casual and informal content.
Colour-
The MTV logo usually stays simple using just black and white in
colour. However, sometimes the logo changes colour scheme to
show a certain type of programme that is due on. As black and
white is used as the main colour scheme it can come across that the
channel appeals more to male viewers, however the channel doesnt
leave out female viewers as there are plenty of shows that would
interest them.
Size-
The network described their new logo as a refresh rather than a

redesign. Compared to the previous MTV logo, the M is a lot wider
and more rectilinear. This was done for housing images.
For example:
MTVs target audience is based around the age groups of 16 year
olds varying all the way to 30 year olds. The logo can be said to
represent the target audience as it has a fresh finished look, and
also a funky and bold feel to it. This links to the target audience as it
can relate to the fresh young adults of the world today. The logo
links to the channels identity in many ways. One of these ways can
be that the logo shows images through the M of the logo which can
be used to show what sort of stuff is shown on the channel. Also,
sometimes the style and theme of the logo changes again in order
to show the type of programme coming up. MTv is known to be a
wide entertainment and music channel and this is reinforced
through the shape, colour use ad font choice of the logo.
Logo 4- Dave
Corporate Design
Shape-
The Dave logo is looked upon as simple, yet refined. The shape
consists of a circle with text included in it. The use of the circle
connotes completion, eternity and gives out a warm feeling to
viewers, bringing everyone together.
Font-
The font used on the logo is a serif font which comes across to the
audience as very sophisticated and professional. This therefore links
to the channel itself as they promote themselves as a channel which
gives out intelligent humour, or in their case a home to witty
banter.
Colour-
The colour arrangement used in the logo is simple yet sophisticated

which fits in very well with the channels target audience and ethos.
The main, stand out colour is black which can show a range of
things such as power, formality or even in some cases can be used
to represent more negative things such as death.
Size-
The logo used for the channel Dave appears to change sizes
between all of the channels idents and promotional material. The
logo is usually placed in the scene on another object compared to
being overlaid onto the screen.
The channel occasionally shows their slogan The home of witty

banter. The target audience of the channel is 16-34 year olds and
mainly men, however the channel dont want to exclude women and
40% of the audience is female anyway. Due to the logo having a
sophisticated and professional look to it, it shows the target
audience to be upmarket. The colour black that is used in the logo
can also help to portray this. The logo can be linked to the channels
identity as it follows the same sense of composure and wit. From
just looking at the logo itself, it doesnt manage to prove the
humour and comedy that the channel is known for.
Logo 5- Channel 4
Corporate Design
Shape-
The shape of the logo is simply a number 4, however it is divided

into small segments to make up the 4. Each of the segments are at
different levels of elevation gibing the logo a modern, crafty, and
unique feel. This links to the fact that the channel itself is unique in
terms of the programmes they show.
Font-
The font used is sans serif, however it has been broken into small
chunks to form the design of the number 4. It is very different and
therefore links very well to the channel.
Colour-
The channel 4 logo uses white as the colour at the top of each
elevated section of the logo, while the sides are each coloured
differently. The way they have decided to use so many different
colours links to the sense of diversity and inclusion which shows that
they are trying to relate themselves with a diverse target audience.
Size-
The channel 4 logo isnt commonly shown in the channels idents,

and when it is the logo takes up nearly the whole screen with some
space around the edge where action can take place on and around
the logo.
From researching Channel 4s website, I gained the knowledge of

their target audience being roughly 16-24 year olds in the UK. The
logo therefore links well to the target audience as its modern,
diverse, and clean. The ages 16-24 relates to this as they can be
viewed as a modern and diverse generation starting out in life. The
channels identity links to the logo as channel 4 is a unique channel
and this can be shown through the shape, font, and colour choices
on their logo.

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2- Analysis of Channels Logos

The ITV logo is written in a form of rounded and curved sans-serif

The BBC One logo is very simplistic. It consists of a rectangular

BBC One appeals to a broad mainstream audience, states the BBC.

The shape of MTVs logo consists of a large, bold capital M which

The network described their new logo as a refresh rather than a

The colour arrangement used in the logo is simple yet sophisticated

The channel occasionally shows their slogan The home of witty

The shape of the logo is simply a number 4, however it is divided

The channel 4 logo isnt commonly shown in the channels idents,

From researching Channel 4s website, I gained the knowledge of

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