Typography adds drama to TV ident

In the UK, ITV drama has made something of an impact on the British public - with the likes of Downton Abbey being a particular hit. With a season of 'unmissable' drama on its way, ITV Creative was looking for a simple, yet effective ident. It turned to renowned typographer Craig Ward. "The brief came about very simply after ITV Creative approached my UK agent - Blink Art - about the possibility of me working on some idents for them," recalls Ward. "I was into it off the bat because I’m trying to do more motion work right now, and this was pretty high profile so I wanted to make it happen."

Ward explains that the brief was to develop a typographic treatment of the text 'Drama lives on ITV' with a view to creating something that could live in three dimensions, and be filmed so as to create a series of vignettes, interstitials and ad bumpers for broadcast.

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