FILMARCHIV
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The Austrian Film Archive commissioned us to develop a new brand concept that could renew its visual identity and open the institution in order to connect with a wider public.
Most of the visual identities of Filmoteques are very distant and cold, because of its long analytical texts and the use of minimalist layouts and just photography. We believe you have to be emotional in order to connect with more people. Cinema is not just photography, cinema is about characters and the way they face their story, what they say and what they do; it is about characters, dialogue and action.
There is an immense resource of quotes in each movie, quotes created by incredible screenwriters that can connect emotionally, take the attention and summarize the feeling of one movie in one sentence. There are now everywhere much more possibilities to show movement, in the Internet, computers and infoscreens or e- panels for advertisement . We decided to create cinema posters, e-posters, and animated gifs we could show as well on the website.
The combination of dialogue, movement and photography allowed us to create a flexible identity that kept its culture taste but is based now on a dynamic brand language. In order to reinforce the idenity values we chose a geometric humanist font family called Metric.
Sadly, after months working on the project developing the identity, naming, brand structure, logo, the program, website and posters the process was cancelled and the new identity will not be implemented.
LOGO
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EPOSTER
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WEBSITE
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FONT FAMILY METRIC
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POSTER VARIATIONS
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PROGRAMMHEFT
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CREDITS
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animated gifs authors for the eposters and web examples unknown
f you know them please let us know
client
Film Archiv Austria
year
2014
creative direction & graphic design
Rodrigo Pérez
Martina Pérez
thanks for watching!
