The ident as a whole is very simplistic but works well in terms of reflecting RUKI Production’s brand minimalistic identity. The ident follows the brands looks, in terms of the colour scheme and font but also gives a high end look to the company.
Putting the branding aside, an improvement would be to make the font much thicker to allow the viewer to see more of the video playing within the words. However, compared to other videos out there such as the Aestheticia ident (http://www.asff.co.uk) the quality is matched. There isn’t too much going on and the ident lasts an adequate amount of time compared to other idents such as the following idents:
Another improvement that would be suggested would be to add sound effects or music to the ident as it feels that, that is what it lacks.
However, overall the ident works well for what it needs to do, the choice of video behind the text makes the text stand out and also works well for the piece. It fits into other work out there and the way it has been executed, is very simplistic but very effective. There has been a variety of techniques used to create this ident but used well overall.
-Joshua Poole- 