Abstract
The television universe is a multibillion-dollar industry. Just like all other major products, tv series need branding. Here identity is used to guide the public into the continuity of the different episodes, and to differentiate them from other series in a highly competitive market. For a successful branding, a clear strategy is needed for these audiovisual products. Our study presents an understanding of the different types of opening credits, establishing a possible classification for them, and how they are used strategically to uphold brand identity ideals. To achieve this, it’s important to understand the audiovisual medium and its interactions with Graphic Design, typography and Motion Graphics, areas that play a part in the elaboration of these main title sequences. Based on the analysis of key structural elements and different typologies or structural models of main title sequences, we made the proposal for their classification, from the perspective of structural organization.
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Acknowledgments
1. CIAUD – Research Centre for Architecture, Urbanism and Design, Lisbon School of Architecture, University of Lisbon, Portugal; FCT—Fundação para a ciência e Tecnologia, Portugal and FLAD—Luso-American Development Foundation.
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Brandão, J., Pestana, R.M., Raposo, D. (2020). Brand Identity in Motion. Structural Models of Brand Identity on TV Opening Credits. In: Rebelo, F., Soares, M. (eds) Advances in Ergonomics in Design. AHFE 2019. Advances in Intelligent Systems and Computing, vol 955. Springer, Cham. https://doi.org/10.1007/978-3-030-20227-9_13
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DOI: https://doi.org/10.1007/978-3-030-20227-9_13
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