Established in 1933, the British Film Institute was created to “promote greater understanding, appreciation and access to film and television culture.” The BFI also serves as a repository for film, film stills and film posters; it runs the National Film Theatre and London Film Festival, as well as the BFI IMAX Cinema; and it also releases films in cinema and on DVDs, publishes books and runs educational programs. In other words, the BFI knows film. And was in need of an identity that established it as a leading organization in the crowded film industry. Stepping away from film clichés London-based johnson banks designed a cinematic identity around the idea of lens flares, creating a sense of movement and layering and, perhaps romantically on my part, a portrayal of those magical moments in film where you are momentarily brightened by a line of dialog, a great chase or a real display of emotion. Johnson banks’ solution might seem complex and highly illustrative, specifically compared to the old logo — which I particularly like — but considering that this identity will live mostly on screen and in 4-color posters it is a refreshing departure from traditional identity design and quite appropriate for the client and audience.

Continue reading this entry