| In the television channel brand building, channel packaging is essential, and the channel ID and promo are extremely important parts which express the characteristics and the idea of a channel. In domestic channels, the details of ID and the promos are too rough, ubiquitous, television channel identification system identification beyond slogans, neglect to identify important role in the visual recognition as "corporate makeup", and misunderstanding of the situation, CCTV documentary channel’s appear has opened a new door for the domestic television channel package.This paper attempts to take CCTV documentary channel as an example, trying to analysis its brand packaging ideas, strategies, ID and promo design in order to build our television package humble devotion.The first chapter is from the channel perspective of the CCTV documentary channel’s image recognition system(TIS). TIS is borrowed from Corporate Identity System borrowed, so it’s recognition systems are as same as businesses’, respectively, it is composed of Mind Identity, Behavior Identity and Visual Identity. ID and promos belong to one aspect of the visual identity recognition system. The reason to clarify the relationship among the three systems from is because these three are very important for a channel, the lack of one system will not produce a good channel ID and promos, brand building is non-existent.The second chapter is mainly from the perspective of the CCTV documentary channel ID and promos for resolution. This chapter analysis from the static graphic elements, motion graphics and audio design of excellent cases, the complete and thorough analysis intends to use to find out the process and practices of these productions.The third chapter is the sublimation of this article, which contains more than one aspects. The main content of this chapter is to feature IDs’ and promos’ potential strategies, a total summarized in three points: entertaining, multi media integration and visual expression. The summary are results of the author combing the origin and development of IDs and promos. Television industry is influenced by multiple effects, in the larger background, the whole human society influenced by popular culture and consumption, since the West take the lead in the transition to a post-industrial society, coupled with the ideological roots itself that prompted the formation of post-modern art. Because television is just born and rise in this period, characterized by a variety of reasons and the continuous development of technology, it is eclectic Plus, making TV package inevitable media convergence toward more diversified direction. Combined with the upper surface of the modernist experimental film it appears to be accidental "encounter", but in reality is the inevitable choice of the TV package that visual expression. This chapter lists a lot of pictures to show ID and television commercials along with the development and presentation of the style and flow.The fourth chapter is to list the main issues of our country’s TV IDs and promos that exist, and each of the issues raised after the author’s suggestion. At the same time, from the existing outstanding cases, the author makes a prediction of the development trend of China’s future channel packaging. Issues, recommendations made and the trends predicted in reality is based on the first three chapters.For ID and promos, at present, there are not yet studies abroad epoch sort of, this is regarded as innovation of this paper. Indeed, as I have little talent and learning, and the time constraints, this article still has many defects and deficiencies, scholars and practitioners are expected to be able to criticism. |
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