The ‘arcade’ name was developed for the channel, from the need to represent the varity of content that would be shown. As you would imagine in a videogame arcade, there are many different experiences within the room. This name would also associate to the ‘stimulation for the masses’ strategy, suggesting a wide varity of people can enjoy this channel. The atmosphere of an arcade can be described as is gritty and escapist, much like the content the brief specified the channel would show. The name also carries with it a slight male bias that was required in the brief.
The ‘arcade’ logo was originally created to associate to the buttons you would find on an arcade machine. This was then developed to represent the dimensions of the TV screen and within it six circular objects representing different experiences within each one.
The images used in the idents were created from famous scenes from films that associate to the overall feel of the channel. These films include Pulp Fiction, Fight Club and The Dark Knight, extending to films like these for future idents. The images were pixelated not only to link back to the arcade theme but also to create a sense of mystery and suspense, while the viewer is trying to work out the image. The images whilst being coherent due to the pixelation, are very different in their content again representing varity.
The main priority was to associate the channel to the arcade, without making it seem like it is a channel for videogames. This was achieved by using famous film scenes, even with the heavy pixilation it is obvious, these are not games.
The strapline for this channel is “its not all fun and games” this refers to the content because of the varity and the general mood of the programme. The images work for this strapline as in the scenes the characters may be having a good time within a serious film. The line also links back to the arcade theme, reaffirming that the channel is nothing to do with videogames.
arcade ident 1 from Michael Clegg on Vimeo.
arcade ident 2 from Michael Clegg on Vimeo.
arcade ident 3 from Michael Clegg on Vimeo.
arcade ident 4 from Michael Clegg on Vimeo.
