New Sundance Movie Competition brand is the right homage to the massive display By Joseph Foley revealed 19 April 23 graphic design A lot greater than only a rectangle.
The US’s longest-running unbiased movie pageant, Sundance, has simply revealed a brand new brand and its first full model identification meant for long-term use. And the design is ideal for a pageant that champions unbiased films, paying homage to the massive display and the historical past of moviemaking.
The brand new brand design is impressed by the usual cinematic widescreen facet ratio of 16:9. Okay, so principally, it is only a rectangle, proper? Properly, sure. Nevertheless it’s a rectangle that claims a lot. Throughout the wider branding system, it should function a framing machine, like the massive display itself, framing footage and stills from the pageant archive (see our tips about the best way to design a brand for extra inspiration).
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Designed by New York artistic company Porto Rocha (opens in new tab), the brand new brand is only one a part of what’s the Sundance Movie Competition’s first long-term model identification. The pageant has been operating in Utah since 1978, however every occasion has had its personal identification, with no continuity from one to a different. That is wonderful for a small occasion however problematic when confronted with the amount of property and year-round communication it offers with right now.
The pageant determined it wanted a extra everlasting identification to cowl all property and in addition reinforce public recognition of the annual occasion. “The identification wanted to symbolize a legacy in addition to a forward-looking ethos – without delay timeless and modern,” Porto Rocha says. “To do that, we developed a model language that – identical to the pageant – helps all types of tales.
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Different components of the model system embody typography set in Monument Grotesk, which makes an influence whereas being impartial sufficient to suit various genres and titles. In the meantime, visible property develop the form of the brand into new tales linked to filmmaking, capturing the power of watching a film in a cinema with animated 3D compositions in a broad neon palette.
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