Kerrang! Brand Identity Analysis

The house colours used in Kerrang! are usually, if not always, red, black and grey. Red has connotations of blood, passion and death. Black and Grey have connotations of death, depression and darkness; all of these link to the music featuring in the magazine in which the house colours continue.

The masthead is in sans serif. This gives an impression of ‘loudness’ which relates to the music, as does the fact the masthead is cracked which suggests destruction. The masthead is so well known as the magazines brand identity, it can be covered slightly by the main art. This appears in every issue.

All the main images used in Kerrang! are in direct address and are often taken as a low angle shot, so you feel slightly threatened as the band/ artist is looking down on you this contributes to the angry feel their music gives off.

But the judgements the public make of this may cause a moral panic among older people because of this threatening image.

All of the typographies used are the same, allowing the images to stand out more.

Kerrang! represents the interests of the people interested in the music featuring in this magazine; the audience being aged 15-25 of both genders.

The accuracy of this magazine can be trusted as the magazine always talks in a serious manner, delivering information.

The artists present in this magazine are only musicians in the area of rock, you would not find any other kind of artist in this magazine as if you suddenly change the brand identity of who is present in the magazine, the target market will be lost as they are buying the magazine as they take interest in this type of music.

Top of the Pops Brand Identity Analysis

The house colours of Top of the Pops in this edition are bright pink, deep purple and white. The pink and purple have connotation of being feminine and fairly quirky. The colours clash, which is quite dramatic, but this is broken down by the white space which has connotations of young and pureness, which reflects on the audience of young girls. Top of the Pops usually contains pink as a house colour, as shown in the images of previous covers, and this theme continues throughout the magazine.

The masthead is in sans serif. This makes it more casual and appeal to the younger audience. The masthead also includes a logo which is part of the brand identity, making it noticeable in newsagents. It also contributes to the ‘young feel’ of the magazine.

The tagline ‘More gossip! More scandal! More you!’ is a ‘puff’ and uses repetition of the word ‘More’ which gives the impression the magazine has a lot to offer. This tagline appears in every edition of the magazine and is a part of the brand identity

In this issue the main art on the cover is an image of a popular artist, Justin Bieber, this would largely attract the target audience of young girls aged 7- 14. A main image of a recent ‘heartthrob’ or a popular female artist girls can look up to is usually placed on the cover. This is usually is in direct address and is part of the brand identity. Images of popular artists and also actors’ young girls will be interested in e.g. stars from ‘High School Musical’; ‘Camp Rock’ etc, are used in Top of the Pops. The typography used on the cover of the Top of the Pops is usually a mixture of sans serif and serif; this gives a twist and adds an individual and young aspect to the magazine.

The magazine represents the interests of young girls – role model artists, young male ‘heartthrob’ artists and actors and beauty tips.

Top of the Pops always offers free gifts; stickers, nail varnish etc, this is part of the brand identity and it attracts the target audience as young girls will be more intrigued to buy a magazine with a free product as it is not at their interest is not just to buy a magazine purely with the want of gaining information.

You can make the judgement that the information in Top of the Pops can be trusted but, the magazine doesn’t take itself too seriously, using terms such as ‘omg!’, this is because the target audience are not looking for a serious magazine, as to them it would be boring. Others can make the judgement that this magazine is young and cheesy, from the immature newsflashes and bright colours.

The magazine tells us the institution that made it was the ‘BBC’, this is displayed in the corner of the cover and is on every issue.

Why is Creating a Brand Identity so Important?

A brand identity is what makes the magazine different from similar products in the media. When making any type of magazine it is important that a strong brand identity is formed.
This is so the magazine has something individual to offer, so that it is recognisable to the audience and reassures them of what the magazine offers - you can't randomly change their brand identity as they would lose their loyal readers as brand identity is set out to please the target audience of the magazine.
It is also important to create a brand identity so the magazine keeps a solid reputation for what it sets out to achieve and the expectations of the magazine. Brand recognition needs to remain constant so that the selling point of the magazine remains consistent.
You can create a brand identity through house colours that fit the certain stereotype of the target audience. For example for a magazine aimed at women, you could include house colours of pink, as this colour would appeal to that target audience and associates with them. You can also create a brand identity through images, typography, language etc.
I will now research further into brand identity by looking at how brand identity has been established in different music magazines.

Media Institutions - Q magazine

I have researched into the media institution of Q magazine.

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Q magazine

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