If you like your movies and television shows in color, you owe such modern-day pleasures to Technicolor, the company that created the eponymous color film processes in the early 1920s and gave movies like The Wizard of Oz the ability to show a yellow brick road, where before there would have only been a gray one. Long associated with Hollywood, the name/term/idea of Technicolor went from having the kind of service-specific equity that Google now has in search engines or Kleenex in facial tissues; this past decade however, Technicolor seemed to have gone astray. It was bought by French tech company Thomson in 2001 and the Technicolor name became a simple subsidiary. In a 180-degree-turn-of-events, this past January, Thomson announced that it would change its corporate name to Technicolor and give it back the consumer-facing reign. Today, Technicolor is a machine of technological proportions, providing services in animation, digital effects, production, post-production, and more. Both Thomson and Technicolor have adopted a new logo, designed by Technicolor’s Marketing Branding team with advertising agency Gyro:HSR.
The new logo symbolizes a departure from our old heritage to a new dynamic platform that celebrates all of our employees’ genius and contributions. It symbolizes how we change people’s lives throughout the world with innovative products and services. The new logo reflects the importance of dimension, the entire color spectrum, and key elements of light, movement and sound in a dynamic and balanced composition.
— Press Release after winning “best new logo award by the Business Marketing Association (BMA) of New York City”
For some reason I associated the old logo more with NBC than with Technicolor, as the film reel reminded me of the peacock. But I digress. The new logo is interesting, I don’t think it’s necessarily great or innovative, but there is an interesting tension to it from the “hanging” strips of color, like paint waiting to spill over. For Fourcolorphobics, this logo is a nightmare, as it only works in full color — a single color version with shades of gray probably looks dumb. From the image above, it looks like there is some rationalization that has to do with “stages,” but I wasn’t able to find anything on it, so decipher as you will.
The typography is inconspicuous, it doesn’t attract too much attention and it doesn’t detract, so all things considered, it’s fairly good. Most importantly, the new logo allows the company to stand for all kinds of technologies, not just film, which the old logo pigeonholed it into.