Opinion BY Armin

Technically, This is Very Colorful

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.

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