istd2010project01 International Society of Typographic Designers
IN PARTNERSHIP WITH
CHANNEL X WeÕre an international TV Brand. We love our drama, reality TV, films, soaps and niche programmes. We commission gutsy programmes and blend cool drama with our own lifestyles. We segue effortlessly from escapist, to gritty, to humanitarian, to sensationalist. The picture is fantastic. WhatÕs missing is the frame. WeÕve lost our mojo. We are too passive Ð lost in the avalanche of brands (movies, adverts, sponsors, TV shows) screaming for attention. We need to build a big, bold brand Ð to forge emotional connections with our audiences Ð to be open and compelling Ð rooted in truth and effect. We want to carve out a place in peopleÕs hearts Ð be a challenger and express a clear point of view. We need to be more than expected Ð not just any other channel. The Brief We want you to develop the identity/look and creative direction of the channel. Name Channel X is only a working title Ð we want you to come up with a name that reflects the personality and values of the channel. Logo Create a logo that represents the channel. It can be live action, animation-based and it needs to have a strong, bold attitude that feels alive while being essentially typographic. This needs to be applied for on screen use and for a range of channel marketing materials and merchandise. We do not want to specify what you submit Ð choose what is appropriate to your choice of media. Design Guidelines Whether you take an animation, live action or print-based approach, you must develop and
produce a set of design guidelines for use of the identity/logo. As well as being a standard requirement this should reflect your layout and typographic ability. It must express clear typographic control of the navigation of the information content. This will usually be read as a pdf on screen but for assessment purposes you should provide hard copy. do Ð create a distinct, expressive, cohesive, entertaining, exciting channel look. Ð have a strategy that is driven by the proposition Ôstimulation for the massesÕ. Ð relate the look to channel content. donÓt Ð create typical logo idents that feel generic. Ð create typical TV design. Target Audience Our audience Ð love being entertained. Ð are not affluent but have sophisticated spending and tastes. Ð are articulate but not necessarily university educated. Ð are 16Ð45 with a slight male bias. Ð are a cultural mix. Ð includes young parents. Requirements ¥ Research and Development ¥ Strategy ¥ Specifications/Grid(s) ¥ Dummy/Prototype(s) ¥ Presentation Cross-reference this project brief with the ÒAssessment CriteriaÓ sheet. Submissions will only be accepted in one robust portfolio no larger than A2.