Image is everythingPosted: May 18, 2011
When it comes to films, image is everything. I’m not talking within the films, but the world outside. Having names attached to projects can sell your script/idea/project, but that’s not all there is to it.
Have a look at these:
Let me tell you what I see. I see highly detailed logos that have been updated and changed with many iterations. Unlike other forms of logos (such as fast food, brand labels and everything in between), these are adapted to each media text, whether the sound, colouration, animation or even stylisation, the logo on a film is animated and sets up the film as a whole. Why do this? Because that’s entertaining – and films are overall intended to be enjoyed.
But why am I dedicating this post to them? Well, that’s because I want to cut a clear identifiable logo with the sophistication and power as the examples above. But what does each one say at it’s core?
Universal’s logo is just that – the world. While it’s North America centric (that’s where the lights first come on), it’s not limited to just one country. It’s even got the vastness of space behind it. The earth also has a strong backlight, making it severely pop out of the background. It mostly has blue and green colouring, denoting a “natural” or “pleasant” inferences. It’s also 8-bit at the beginning of Scott Pilgrim Versus the World – a nice touch.
20th Century Fox
20th Century Fox’s logo is pretty much a golden Goliath – representing it’s stature in the film industry. It’s got spotlights circling around, as well as generally being brightly lit, along with the camera movement illustrating their competence in movie making. Put together with the theme music, it’s almost striving to be a glitzy “oscars” type of animation.
The mountain once again harks back to the name of Paramount. It’s surrounded by stars – a typical magazine rating system for films. It’s logo is a massive landmark – something they obviously felt their media texts are. The mountain can also be referring to the dangerous, but rewarding nature of their own films – with a gargantuan scope. In the latest Indiana Jones film, we see this at the beginning being a mole hill that gets destroyed – a visual cue that moves from the logo into the film, connecting them, concluding to the audience that the film will be of good quality.
Now, I may be a little rusty when it comes to semiotics like this, but I take from this these points:
- The title should be associated in some way with the logo – the “mount” in Paramount, the earth in Universal’s logo, etc…
- It should be complex enough to self parody.
- It should be animated.
- It should contain simplistic shapes (circle of earth, triangle of the mountain, the cuboid perspective of 20th Century Fox).
- It should contain the name of the company.
- The name should not be initially apparent.
Now I know, those are big Hollywood studios that throw money at stuff, and you’re right. Smaller production companies don’t have quite the same stuff, but if you can only go as high as you dream, you’ll need to dream high.
Coming soon – a new logo and such!