Purpose: Packaging and Re-Packaging

Packaging and Re-Packaging!

Idents generally serve as somewhat an anchor which contains meaning which reflects their ethos, BBC mostly reflects their ethos. BBC most recently changed their idents whcih were used to reflect their fourth and new ethos of overall celebrating cultural diversity. They responded to this change by directly changing by repacking their idents away from their circular branding to spaced within the UK in which celebrates diversity. 

The overall concept when looking at packing and repackaging is generally the evolution of re-designing idents from the same channel while still maintaining a sense of the same corporation identity and general theme, but with a change in brand identity and possible characteristics in which the channel felt would better appeal to their audiences. 

Re-brands tend to be quite dependent on their viewing figures. For example if the statistic were low, a channel would generally choose to want to expand their target audience and for this would require to make alterations to the actual brand. However, this would not affect the overall brand loyalty if changes were enabled the current audience would still be able to decipher that the channel is still the same through the actual ident. 

Another channel (ITV) had a re-branding and it took place in the overall attempt to be able to appeal to a younger range in terms of audience. This would be evident through the use of typography which would generally appeal due to it being curly and swirly. Which overall to me would suggest a casual, informed tone and one which would be associated with the age category of teenagers as well as younger adults. The technique with the colours as well suggest that the graphic designers had changed the colours of the logo according to the colour scheme of the programme being broadcasted. Due to the overall fact that ITV airs a diverse range of programmes I feel that this is a clever and well used technique. The overall re-branding of the logo had made it more visually appealing for its audiences. 

 Old logo

 New logo

When comparing the logos, with the old being yellow and black with the straight-edged typography of the logo, I personally feel that this is a very professional and corporate tone. Which overall reflects the previous target audience of mainly adults as well as older audiences in general. With the new logo being more colourful which I feel generally reflects and attracts younger audiences to bright colours as I personally would rather be looking at something with more than just two colours which was what was incorporated within the old logo.