Oscarama for Logorama

In dozens of years of watching the Oscars I had never cared about the outcome of the Best Animated Short Film, but this year it was different as in the running was a 16-minute film done almost entirely out of, literally, thousands of logos. Created by the French collective H5, and winner of the 2009 Academy Award for Best Animated Short Film, Logorama is not only a clever idea that brings to life some of the most ubiquitous marks of our time, but one that manages to exploit the meaning and conceptions we have of those marks and the brands behind them — whether it’s the villain of the movie, Ronald McDonald, spouting “Loser” after the Enron logo drops from the sky, or “White Trash” when the Kmart logo follows it. Logorama is relentless in its inclusion of corporate, consumer and cultural icons and they become ever so vivid through a crude animation style that complements rather well the prickly language and chaotic plot, which is “Spectacular car chases, an intense hostage crisis, wild animals rampaging through the city and even more…”. Images and a trailer for the short film have been floating around the web for the last few months and the full video has been spotted on and off. The official, legal video can be seen in some countries through iTunes for $1.99, and until further announcement it’s also available at Vimeo (embedded below). [Boy, I haven’t even posted this and the video is already gone; below are some screen captures and instead of buying a cup of coffee today, spend it on this movie, it’s worth it]. There are plenty of memorable moments, so don’t even dare to blink.

josh’s comment is:

I think I liked the Xbox earthquake crack the best..

On Mar.09.2010 at 06:17 AM

Fionn’s comment is:

So impressive.

I saw Armin’s comment on quipsologies and was furiously trying to find a copy of it online before I had to run for the bus. Anyway, as I came in late to uni there it was playing on the projector for our whole class to see.

Amazing work.

On Mar.09.2010 at 06:34 AM

Florian’s comment is:

Awesome. :)

Too bad I only know the most famous American brands shown in this movie but hey great work.

On Mar.09.2010 at 07:42 AM

Benny’s comment is:

You’d have to watch this frame by frame ten times to grasp the detail these guys put into this short. Brilliant incorporation between all the logos.

I did get to see it on Vimeo yesterday, but I’d recommending buying it.

On Mar.09.2010 at 07:58 AM

Alex’s comment is:

Wow, I definitely want to see this movie now!

On Mar.09.2010 at 08:41 AM

felix sockwell’s comment is:

a labor of love

On Mar.09.2010 at 08:43 AM

Dan’s comment is:

http://www.garagetv.be/video-galerij/buzzing_bees/De_kortfilm_der_logo_s.aspx

On Mar.09.2010 at 08:46 AM

Bob’s comment is:

Awesome work. I’m wondering though how they got away with this. I can’t imagine that they got permission from every one of these companies to use their logos (especially McDonald’s!). Surely casting Ronald McDonald as a gun-toting villain doesn’t constitute fair use. I don’t understand how they’re not getting sued.

On Mar.09.2010 at 08:49 AM

Ashleigh ’s comment is:

A little crude but very entertaining! Bob, I was actually wondering the same thing? How are they not getting sued?

On Mar.09.2010 at 09:40 AM

cody milhouse’s comment is:

@Bob, do you work for McDonald’s by any chance? They got no permission, which is why the vids keep reappearing and disappearing. I was lucky enough to see it on vimeo a couple of weeks ago and on a site I found through freshbump just yesterday. Good stuff. Oscar well deserved.

On Mar.09.2010 at 09:47 AM

Harper’s comment is:

I didn’t care for this movie all that much. It’s a novel idea but it lacked any sense of subtlety. I also felt that the story wasn’t particularly cohesive. I know that’s nit-picky but I feel like short films is one place where your storytelling better be friggin perfect.

There where certainly more accomplished films in this category but I guess I’m not surprised that Logorama won since it was the most “political” and Hollywood seems to like that sort of thing.

On Mar.09.2010 at 09:50 AM

Cameron’s comment is:

The video is on Logo Design Love towards the bottom http://www.logodesignlove.com/logorama-the-movie

On Mar.09.2010 at 11:16 AM

Marcy C’s comment is:

Agree it is a little crudely done and has a little bit of the student animator vibe, but fun none the less.

On Mar.09.2010 at 11:31 AM

Alphonse’s comment is:

Brilliant use of logos. Too bad the plot was all over the place.

On Mar.09.2010 at 11:46 AM

Impossibly Stupid’s comment is:

If anyone finds a list of all the logos used, please post it. It’d be pretty sweet if someone here found their work got used.

On Mar.09.2010 at 11:52 AM

Jennifer Moline, PsPrint’s comment is:

I wrote a blog about this after I saw it in the theater:
http://blog.psprint.com/business-branding-strategies/logorama-brand-played-on/

It’s a fun and crude film that was painstakingly put together, I think — more than 2,000 logos! But I, too, was confused as to what exactly the film was trying to say. And no, the filmmakers didn’t get permission, yet no lawsuits so far. I wonder if the companies think any publicity is good publicity? Or they didn’t think they needed to worry about a little-seen short film? Except now it’s won an Oscar … it’ll be interesting to see if there’s any legal fallout now.

On Mar.09.2010 at 12:56 PM

AL’s comment is:

…cool but the is missing something…

On Mar.09.2010 at 01:09 PM

Dallas Criminal lawyer’s comment is:

Very creative, the originality seems like it would have caused a lot of reworking to get the film right. Great video.

On Mar.09.2010 at 01:27 PM

obse.’s comment is:

On concept: Great
On execution: …

On Mar.09.2010 at 01:34 PM

Manny’s comment is:

To be honest, the concept is a little pedestrian, and the execution is kinda amateur. I think it would have worked better is the logos were the objects, as opposed to logos sitting on the objects.

Sorry to be a downer, but I give it a ‘meh’

On Mar.09.2010 at 03:25 PM

Adrian’s comment is:

I have to agree with some of the sentiments. I watched this movie a few weeks ago. I was impressed by sheer quantity of logos included, and a few of the logo uses made me chuckle.

But as a film, it’s sorely lacking. There’s barely a storyline or plot. It’s mostly just a showcase, but even that, the animation looks about 15 years old.

As a logo designer, i like the concept, and it’s certainly clever. But as a fan of cinema, i’ve seen animated shorts that were much more intriguing than a crudely animated logo orgy.

On Mar.09.2010 at 03:54 PM

Andrea Contino’s comment is:

And it’s back on Vimeo too… http://www.vimeo.com/10040673

On Mar.09.2010 at 04:00 PM

Fritinancy’s comment is:

The film can also be viewed at GarageTV.be: http://bit.ly/bV3dfL

On Mar.09.2010 at 04:57 PM

Violet’s comment is:

@Manny “To be honest, the concept is a little pedestrian, and the execution is kinda amateur. I think it would have worked better is the logos were the objects, as opposed to logos sitting on the objects.”

For real? The logos should have been the objects not just sitting on objects? Did you even WATCH the movie?!

Here’s a few “objects” for you…
Xbox- earthquake
Zenith - earthquake
Jolly Green Giant - character
Pringles - character
Ronald McDonald - character
Bently - bird
Aston Martin - bird

almost the ENTIRE movie the logos WERE the objects… either you made a big mistake or you obviously did not watch the film.

I agree the storyline was a bit all over the place, but the execution was awesome… the idea was fantastic… I think some of you are too damn critical of everything and to be honest, I can almost guarantee you couldn’t pull off something better yourself.

Great way to be a Negative Nancy.

On Mar.09.2010 at 05:59 PM

Slumber Dept.’s comment is:

Ingenious use of logos. Too bad the dialogue is so immature—really knocks it down a couple notches.

On Mar.09.2010 at 06:09 PM

Logó Tervezés ’s comment is:

I think I like the X box one the best. Nice play on logos! I have a friend who will really like these, i will have to show them to her :) Thanks for sharing and feel free to visit me back :)

On Mar.09.2010 at 10:16 PM

Chris Siegle’s comment is:

For those saying there was no storyline, they clearly missed the point of the movie. Its a satire of big Hollywood blockbusters and that’s the whole basis of the storyline, or lack there of. The poster to the movie doesn’t even focus on the fact that it is made of logos, only “Spectacular Car Chases, an Intense Hostage Rampaging Through The City, And Even More Will Have You At The Edge Of Your Seat In…Logorama”. You can see it here: http://www.traileraddict.com/poster/logorama . You can also add in foul mouthed characters, use of L.A. (and the Hollywood sign), and natural disasters in for good effect of the cliched “Hollywood blockbuster”.

As for the logo aspect of the movie, I loved it, I’ve already watched it a couple times on a torrented file, but I am planning on actually buying it. $1.99 is a great deal for such a great short film, and I’ll gladly pay. The first time around I watched, it was for the story and basic idea, the second time I found myself pausing and trying to identify as many logos as I could. The Xbox earthquake, pretty much all the animals in the zoo, and Mr. Clean are probably my favorite logos used, though I really enjoyed all of it.

On Mar.09.2010 at 10:35 PM

Julie’s comment is:

I’m puzzled by all the “crude” remarks, because I think this was very well done. YES, the dialogue could use a lot of help, and the ending got a little too random a little too quickly for me at least to find meaning the first time around, but otherwise…seriously?

The motion was fantastic, the camera work was really interesting, and they told a fun, engaging story. Emphasis on the FUN, it is entertainment above all. I’m tempted to guess most people are reacting to the cell shading, which does come across as a bit dated, but most programs don’t offer THAT much control over the look of that filter, and in this case it was a way more appropriate decision than using normal 3D texturing techniques.

Plus, how can you not love all the little jokes? McDonald’s defeated by Weight Watchers? Classic.

On Mar.10.2010 at 08:27 AM

Joel’s comment is:

Loved the movie. I feel like I need a day to stop and pause through the whole film. If you pause the movie when the S.W.A.T. team is dropping out of the helicopter, their hats read “S.W.A.T. even cops dial 911.”

The nickelodeon splat on the diner floor and the quicktime clock on the wall are pretty cool too.

On Mar.10.2010 at 09:21 AM

Tonya’s comment is:

Regardless of your political stance you should always try to appreciate the humor and message of political cartoons

On Mar.10.2010 at 02:03 PM

Adam Haase’s comment is:

Is there a YouTube link for this film?

If so email me the link at Haasey16@Hotmail.com.

On Mar.10.2010 at 11:53 PM

yn’s comment is:

it’s available on youku (the chinese youtube, sort of)
http://v.youku.com/v_show/id_XMTUyMDk3MzI4.html

On Mar.11.2010 at 12:17 AM

Don’s comment is:

Gotta applaud Chris Siegle’s take… spot on. Low brow AND high brow… introspection AND idiocy… social commentary AND a peanut caught in the crossfire. I was a little dissapointed about the language at first but quickly appreciated the sheer awesomeness of the Michelin men talking like Tarantino characters and Ronald McDonald as a sociopath.

Support the arts and buy this film on iTunes.

BTW I suspect the filmmaker is free from litigation since this is art and clearly a satire. Warhol wasn’t sued by Campbell’s and Weird Al wasn’t sued by Micheal Jackson.

On Mar.11.2010 at 02:26 PM

Cheryl’s comment is:

Chris—thanks for the smart wrap up of the film. An animation worth sharing and discussing with friends. Watch it once if needed on a link, but second time buy it on iTunes and so that creators grow with the next one.

On Mar.11.2010 at 03:03 PM

telechat’s comment is:

i was lucky enough to watch it in H5 paris last year.. i was so impressed…. i ‘m so happy they got an oscar….

i love the earth quake xbox too…

On Mar.12.2010 at 11:25 PM

enrolled agent’s comment is:

I think the video caps are impressive. I haven’t watched this one though. $1.99 for the whole video in Itunes? I have to buy this. Could be a video worth keeping! :)

On Mar.13.2010 at 12:47 PM

Fidel’s comment is:

It’s quite a surprise Logorama didn’t use Obama’s ubiquitous logo.

On Mar.14.2010 at 11:49 PM

Paul’s comment is:

I loved this short when I saw it in the theater and was really happy it won.

Did you spot the logo for the imaginary ‘Slurm’ brand soda from the show Futurama?

On Mar.18.2010 at 04:17 PM

Allen Liptac’s comment is:

Great show, I don’t think they could have found a better combination of actors and actresses for this series. I may not like any of them in particular, but they definitely produce an entertaining episode for me to watch.

On Apr.03.2010 at 12:42 PM

extreme weight loss tips’s comment is:

Wow, to be honest I don’t truly know what to say. I have only examine the very first chapter so far and it have been really interesting and has definitely caught my attention. I will certainly be reading a lot more, I promise. I believe it have been Very great so far. I love it! Keep up the good work!

On Apr.12.2010 at 03:36 AM

Alex’s comment is:

Both the Stop&Shop logo and the Pizza Hut logo used have been replaced now. And of course, Enron is defunct.

On May.13.2010 at 09:26 PM

Velda Himelstein’s comment is:

Absolutely with you it agree. I like your idea. I suggest to take out for the general discussion.

On Jun.08.2010 at 07:35 PM

Taylor Thomas’s comment is:

I can’t decide between getting a small digital camera like a Canon Powershot or spending the big bucks on a DSLR. Are DSLR cameras worth the extra money?

On Jul.21.2010 at 03:13 AM