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New Logo and Identity for Demarest by TRÜF Creative
 

before

after

Noted Apr. 27, 2015 by Armin

Industry / Entertainment Tags /

About

“Founded in 2011, Demarest Films is a film and television production and financing company. Demarest has produced several films to date including Neil Jordan’s Byzantium, starring Saoirse Ronan, Gemma Arterton, Jonny Lee Miller and Sam Riley; Max Nichols’ Two Night Stand, starring Miles Teller and Analeigh Tipton; Robert Luketic’s Paranoia, starring Harrison Ford, Gary Oldman, Liam Hemsworth and Amber Heard; Anton Corbijn’s A Most Wanted Man, starring Philip Seymour Hoffman, Rachel McAdams, Willem Dafoe and Robin Wright; and Robert Rodriguez’s Machete Kills, starring Danny Trejo, Jessica Alba, Mel Gibson and Charlie Sheen; and Sin City 2, directed by Frank Miller and Robert Rodriguez, starring Joseph Gordon-Levitt, Bruce Willis, Jessica Alba and Josh Brolin.”

Design by

TRÜF Creative (Santa Monica, CA)

Related links

TRÜF Creative project page

Relevant quote
[Demarest] wanted to remove the "films" from their name and redesign their brand identity to better reflect their innovative business model. The name Demarest means "of the swamp" in french, which we used to evoke a mysterious place where great ideas are born. The mark is composed of bisected circles that echo the letter "D", creating an innovative wave pattern that's full of motion and energy reminiscent of light refracting on dark water.

TRÜF Creative project page

Images (opinion after)
New Logo and Identity for Demarest by TRÜF Creative
Logo detail.
New Logo and Identity for Demarest by TRÜF Creative
Tag-line-y stuff.
New Logo and Identity for Demarest by TRÜF Creative
New Logo and Identity for Demarest by TRÜF Creative
Business cards.
Opinion

The previous logo looked like a frame from a storyboard for a logo animation pitch, meaning unfinished and not quite refined. I first interpreted the new logo as an animated-yet-static rendition of the phases of the moon but I can also roll with the swamp reflection concept. In both cases, the logo hints at motion and time lapse with a moody icon that looks great in black foil on black paper. The typography is nice, with the unexpected "R". A nice evolution from a stock, generic-looking logo to something more sophisticated and conceptual.

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