World of design essay

Serrano Ceccucci, 446312

Subject:

 Mtv bumpers, motion

Introduction

Bumpers are uses between commercials. Some anounce the upcoming programs, and other are just use as promotion of the tv station itself or  to give an surtain image and feeling to connect with that tv station.

In the pictures above are some examples of a few bumpers Mtv used. The logo is included in these bumpers almost everytime. As you can see these were for promoting things like the EMA awards Mtv essentials.

These bumpers do got a certain style most of the time, but changes with time. Most bumpers are created in the style of what it promotes.The bumpers that are made for the tv station itself have more connections with eachother for creating an image.

bumpers 2009-2010:

Bumpers from the 80’s:

1. Motion/animation

Motion graphics are graphics that use video and/or animation technology to create the illusion of motion or a transforming appearance. These motion graphics are usually combined with audio for use in multimedia projects.

Before computers were widely available, motion graphics were costly and time-consuming, limiting their use to high-budget film and TV projects. With the reduced cost of producing motion graphics on a computer, the discipline has seen more widespread use. With the availability of desktop programs such as Adobe After Effects and Apple Motion, motion graphics have become increasingly accessible

The term "motion graphics" was popularized by Trish and Chris Meyer's book (Creating Motion Graphics) about the use of Adobe After Effects. This was the beginning of desktop applications which specialized in video production.

Motion graphics continue to evolve as an art. The software is only a tool the designer uses while bringing the vision to life.

Apple motion:



Adobe after effects:






2. Trends

From the 80’ till today motion graphic is more and more used and seen on tv and all sorts of media.

Mtv was one of the tv stations that began with using a lot of motion in their commercials and bumpers. In the 80’s they started doing a lot of motion with clay using stop-motion. Stop motion is made just like cartoons. It are images after images with the next image every time a step forward. So when these images are shown fast after each other there will be movement.

In  the 90’s motion graphic began to improve a lot and software (like Adobe after effects)  was released. Now everyone could start his own motion projects and became very popular.

In the last decade more and more companies , tv stations and other media started to use motion. Now motion is used in logo’s, commercials, movies, design, music videos etc.

The biggest trend within motion now is the use of motion within (company) logo’s.  They extend their brands by using motion. many of these companies are movie studios or television stations, but as software becomes more easily available I think more and more businesses will want to have an animated version of their logo as part of their branding arsenal.

Motion graphic/animated logo example:




The other big trend is the bumper. Especially Mtv are doing a lot of bumpers during commercials to give that certain feeling to the tv station.

Mtv bumper example:

3. Impact of motion on static visual identities

Visual Identity is the visible elements of a brand, it expresses the values and ambitions of an organization, its business, and its characteristics.

As technology and media have continued to develop at exponential rates, the role of the media and use of motion graphic in business increases as well. The media has a large effect on the visual identity. Global television networks and the rise of improved motion graphic have caused the public representation of organizations to critically influence the construction and deconstruction of certain organizational identities more than ever before.

A business can develop their visual identities more and more with the use of motion graphic. They can bring out their vision they have for the business and let it be more powerful to the public. More people will identify themselves with a brand/business because of the better visualized visual identities.

The structure of a business can be more an better expressed. Because of this the structure will be more clear, internal and external and helps improve the business/brand with both employees and consumers.

Overall motion graphic improves visual identities and there for the business/brand using it.

4. The meaning of a bumper

Bumpers can have several meanings and purposes. Some bumpers are used between programs to show people what the upcoming programs are. These bumpers already existed, but now they are shown with motion to make it more attracting and more connected to their own identity.Then there are bumpers introducing new programs or introducing an upcoming event like the EMA awards.

The bumpers Mtv uses the most are  for showing their identity. They can give an feeling to their identity and with these bumpers they can portray that in motion instead of just using images.

Mtv let’s you feel, see and experience their identity instead of reading it.

In the video below you can experience the identity of Mtv:

As you can see they want you to get a really playful, sweet, colorful, and into music feeling if you think about Mtv. It also can be seen as an art form of expressing themselves to you.

The end result is that people will have a feeling created by these bumpers and connect them to the brand/tv station Mtv.

5. Relation to branding/advertising

Motion and animation can extend the branding and advertising of companies.

One of the main advantages of using motion/animation in advertising is the ability of animators to create environments and worlds that could not be accessed or reproduced by a live action camera crew. These artificial environments can be used to stimulate imagination and desire, to create a fantastical world of possibility.

Creating a world of feeling around a brand name, logo and words:

Brands can give a product an animated person, creature etc. In this way they can make those their identity and let them communicate with the consumers. These characters become linked to the qualities of the product that they are selling.

Kellogg’s frosties commercial with a tiger as their brand identity:

Another possibility are the logo’s. Most companies just have a designed image as a logo what represent them and their identity. With motion this can be extended by creating a whole new world around it. They can make the logo more dynamic with movement and have certain things and elements appear what can create a feeling. It can make the identity come to live and people can associate themselves with this feeling they get from it.

 Logo presented with motion graphic: