You’ll have certainly seen an ident, but you may not be familiar with the term. Short for ‘identification’, it’s a media phrase used to describe the short clip shown before the main event begins. They’re the ‘welcome’ sign to an entertainment channel or film studio: that roaring lion before an MGM classic, or the BBC’s famous circle of hippos. The best idents distil the personality of an entertainment brand in a matter of seconds, helping you understand what it stands for. They can be as brief as the simple flash of a logo, or as sophisticated as a high-end mini production. As you’ll see, our new Vera idents definitely fall into the latter camp. Lavishly produced, they convey our obsession with cinema in a few short frames, putting you in the mood for a great few hours viewing.