Friday, January 20, 2012

New logo: World Movies


World Movies is an Australian art-house movie channel with foreign films and related content. It is owned by the public Special Broadcasting Service (SBS) and is available on the country's subscription television platforms.

Back in August, World Movies introduced a new look, created by the Australian broadcast design firm Ink Project. The entire graphics package is based around the zoetrope, the original form of motion pictures, its name incidentally meaning 'wheel of life'. Graphics use a flickering effect to mimic the zoetrope, and slanted bars reminds us of the slits through which one can see the moving image. A new logo was created using these bars. The graphics also feature an inspirational musical score was composed by Groove Quantize.

Previous logo.

World Movies' previous logo was introduced around 2004.


"World Movies approached Ink to revitalise and re-energise their brand, to add greater excitement to an already authentic and credible offering. It is time to better reflect that World Movies is a contemporary, independent, art-house channel. There is a need to reduce barriers for new audiences - broaden the appeal to younger audiences - beyond the channel’s existing, loyal viewers. At the same time, it is crucial not to alienate existing audiences, but to increase viewer retention and brand recognition.

To achieve these goals, Ink have designed a World Movies brand that references the Zoetrope of early motion innovation. The Zoetrope, or “wheel of life”, saw the birth of motion pictures. The brand look and feel, the echoed and staggered imagery, create a graphic interpretation of the device. The vertical windows of a Zoetrope are reinterpreted to reveal and transform scenes, to entice audiences into other worlds. Image sequences can be created from content, live action, or graphic animations. This gives the package great flexibility and room to evolve.

Retaining the World Movies brand blue, the distinctive mark is supported by a limited colour palette and a classic typeface. These were chosen to compliment and celebrate the premium channel content. The angles of the mark, colours and layouts all work together to create an intriguing, transformational channel package.
"

- Ink Project case study

Some stills from the new graphics package

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World Movies (archive)
Ink Project (archive)
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Vimeo

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