IMAX
I created this work as part of my participation in the D&AD New Blood awards. I responded to the IMAX brief, whereby I had to develop a brand system to distinguish new IMAX products and experiences under the IMAX umbrella.
IMAX is renowned for its immersive technology, offering more than just a massively sized auditorium. It's a comprehensive system, involving cutting-edge cameras for filming and playback on the world's largest screens with top-notch sound. BUT! Only a select number of people are familiar with the other IMAX offerings, often overshadowed by their famous theater. In other words, the problem lies in the lack of product visibility.
Insight
Having initiated some conversations, and gone over Reddit threads, I concluded that people do not just view the movie theater experience as a high-tech affair but as a social event. I asked myself, why would people go to IMAX theaters rather than attend a real event, or travel even? The explanation lies in the cinema's ability to cultivate a unique dynamic in people's lives, encouraging them to go out and socialize with friends or share intimate moments with loved ones at home. This is the true essence of cimena: the power to animate images on screen and inject vitality into people's lives.
This led me to develop an identity for IMAX that goes beyond technology, highlighting it as an experience that adds dynamism to life itself. It's about capturing the essence of shared moments and connections, illustrating how IMAX isn't just about technology, but about creating unforgettable experiences with others.
Power in Motion
The concept of "Power in Motion," linked to cinema, has become the compass to reimagining the IMAX brand system, bringing cohesion to its diverse products. The concept of the power of movement is represented by kinetic typeface, sequence photography and moving shapes reflecting the logos.
Logotypes
At the heart of the new visual identity are the new products’ logos. The logotypes depict a movie screen transformed into various shapes, each tailored to capture the distinct essence of its respective experience. Thus, the IMAX Live logo resembles a spotlight illuminating the scene, while the IMAX70mm projection logo mirrors a film frame, a tribute to the gold standard of cinematography. The IMAX Enhanced logo features a customized IMAX device (specifically a projector), alluding to a unique movie experience at home. Lastly, the IMAX Documentaries logo is depicted as a door inviting viewers to explore uncharted places on the planet.
