Developer Ident. Project

Ident Concept Overview

An Ident is defined as a sequence of media to identify a company. The usual use for these is by media Producers, Broadcasters or Publishers, in the form of a video or audio sequence. For example, they are played during the broadcast of a TV channel, or by Video Game publishers, played during the loading screen of a game they funded.

Usually, an ident consists of a ready-made logo or jingle which is already attributed to their company. The ident effectively makes the logo exciting, whether it be via a fun animation, or a catchy musical score, before displaying the full signature logo or jingle at the end of the display. Visual idents often have the logo being formed on-screen, with each of its components acting individually, with the final product, I.e. the full logo, completed at the end. An ident always ends with a freeze frame of the logo at the end.

The company name I chose was Crimson Sunset. When planning the ident, I decided I should choose a name that is as visual as possible, a luxury that not every brand has. I started with a list of possible subjects the name could have, from lifestyle, to colour, to real world objects or phenomena. Eventually I focussed on colours and real world objects, and decided on choosing a sunset as the subject of the name. Everyone knows what a sunset is, lending the potential benefit of customers thinking of the brand as they see one in the environment. To differentiate the brand, and provide potential content for the ident, I also added a colour. Crimson was the instant obvious choice, as sunsets in general consist of various shades of red, as well as adding a certain flair and ring to the name.


Brainstorming potential name Subjects


Shortlist of a few names, and then potential Visual elements of “Crimson Sunset”

I found that the name lended itself towards an 80’s retro aesthetic. I felt that attractive, vibrant colours, and a synthesised soundtrack fitted well with the name. I want the ident to be very soothing and relaxed.

After sorting out the composition on-screen, and general content of the ident, I fully storyboarded the ident. It takes place on a beach, looking out to sea. A sailing boat moves across a setting sun, silhouetted. In the foreground is a palm tree, gently swaying, also silhouetted. When the sun fully sets, the scene freezes, and “Crimson Sunset” fades in. The animation freezes with the letters on-screen, with the sunset scene behind, completing the logo. It is relatively simple, but I feel that the simplicity fully portrays the relaxed feel of the ident.

Gallery of Storyboard, and composition diagrams:

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I want the end logo to look as retro as possible. consequently, I decided I would make a typeface myself. I sketched several “summer-y” typefaces, some with smooth curves, and others very angular. I settled on the very angular type, consisting of thin lines and angles. Looking at the beginning sketches and the type in the storyboard, I feel like it looks too constructed. This may fit into the retro aesthetics, but it looks out of place when combined with a very natural background. As a result, in future iterations, I want the type to be more natural, such as looking like it was hand drawn by pen.


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Although the ident is entirely 2D, there are some benefits to making it in a 3D. I feel that the end product would be better if shadow effects were used. In Autodesk Maya, I would set up the scene as so: A camera would be positioned in a fixed perspective, and several tiers would be positioned in front. One tier would consist of the shoreline and palm tree, one for the boat and water, one for the sun, and a flat background. Textures would be applied to the boat, palm tree and sun tiers, but not for the background. A light source would travel with the sun. The light source would be used to make realistic shadows across the sea from the boat, that would change correctly as the animation continues.

Textures will have been finalised in Photoshop, and the type/logo created in Illustrator.

Having rendered the basic moving parts of the ident, I would export the file into Adobe After Effects. In AE, I would add the type fading in at the end, as well as the sunset to the blank back wall. After this, i would do any adjustments needed, before the final export.

This is a rough guide to the workflow of the Ident creation, and will be followed as closely as possible.

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