An ident is used to both credit and present something before a film. Its use can give a visual interpretation of some of the sort of contents which may feature inside of the film. Fonts play a big role in this, as their use varies with different genres within films. For example, in an action film you might find the fonts are used in block capitals with bright colours. However, for a thriller you would usually find something a little more subtle. The differences allow the audience to get a feeling for the film before they have even started watching it. The most famous examples of idents often are quite complex but always seem to be produced on a computer, with the name of a company/channel displayed in the centre of the screen.
Production Exercise – Ident Research