Opportunities - Creation of Corporate Identity

Creation of Corporate Identity

The way a channel presents themselves is how their corporate image is seen to their target audience. Channels can employ agencies to create this particular image that will help the channel's idents fit in with the overall ethos. 

Idents require the channel's logo, colours and a particular layout. This particular style must stay the same otherwise the audience will not be able to remember one particular logo. This is to primarily help the brand's name and logo stay in the target audience's mind. 

The channel's target audience should ideally have a preferred reading to the ident as it will match together the audience and the channel. 


Negotiated: Shows some of the values of the company to an extent
Oppositional: Does not show values/identity of the company in any way
Preferred Reading: Entirely matches the ethos of the company




This ident by Channel 4 is an example of a negotiated reading, as The Simpsons have been running for almost three decades now which means that the majority of Channel 4's audience would be Simpsons fans. This can be a negotiated reading as although the show has such a large fanbase, it can be considered boring and repetitive to those who have been watching it since it first came out.





This ident by BBC One is an example of a preferred reading as it includes a range of images that revolve around nature, to which will apply to one of BBC's aims to 'educate and inform' as well as to make the ident appeal to BBC's target audience who are nature lovers. 

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