Evaluation - Brand Identity

March 25, 2017 Unknown 0 Comments

Brand identity is concerned with the ways a company brands it products through the use of logos, slogans, colours, fonts and names. These play an important role in the advertisement of the product because it allows the target audience to familiarise themselves with the product, and it also builds expectations for the product. We, as the audience, expect a company to release similar products with similar colour schemes or similar names. For example, Apple uses their Apple logo on all their products along with their white and grey colour scheme on all of their packaging. The use of ‘i’ is also expected in the names of apple products e.g. iPad, iPhone, iMac, iPod. The brand identity of a film can usually be seen within their trailers, posters, magazine covers and other merchandise. Generally, they’ll follow the same colour scheme and font face. The use of the same font face in the advertisement of a film makes the audience associate the text with the film, therefore when we see the font by itself; we associate the text with the film.
 Within my A2 media production, I utilises the same font, colours and font face throughout my trailer and ancillary text (poster and magazine cover). The primary font face type I chose for my production was names ‘Earth Orbiter’ (Blog Link -http://shonamshahig324.blogspot.co.uk/2016/09/font-title-research-analysis.html). I chose this font because it conforms to the science-fiction genre of the film; it is a fans serif font meaning it doesn’t contain any extruding features (called ‘serfis’) at the end of each letter. This gives the font a neat and even look, and with the style of text gives it a futuristic feel. I’ve made this font bold and make it a plain white colour. This simplistic look is appealing and easy for my target audience to recognise and therefore it helps build brand identity more quickly.
 In my film trailer, I’ve consistently used the same font for the different titles and credits. The font has been kept the same however the size of different texts varies in order for my trailer to stay conventional, and to show importance in the text. The main film title ‘AURORA’ is the biggest and boldest as it’s the titles of the film and therefore it must be the most recognisable by the audience. The release date is the second biggest as it will be the one that will audience will want to know if they like the film and want to see it.
 


To strengthen the brand identity for my A2 Media Production, I’ve utilised the same ‘Aurora’ title across my ancillary text which includes a magazine cover and a film poster. Originally for my magazine cover I used a different font face for the ‘Aurora’ title. Later into my production, I chose to change this to the original font face and colouring to build brand identity for the film. This font face and design matches that in the trailer and movie poster.
 In both my ancillary texts, there is a visible yellow and purple/blue planet in the sky which is a genre indicator for a science-fiction and action film. This planet is a neighbouring planet of the science fiction world of Aurora, and when audience members see this planet, they can relate it to the film. The yellow and blue colour scheme has also been chosen for my magazine cover for titles, subtitles and unique selling points for the film such as ‘an exclusive interview with the cast of aurora’ and ‘logan on-set exclusive’. The title, ‘Aurora’, have been angles at a slope to add non-linear feel to the cover. This makes the cover interesting and more visually appealing for the reader.