Many independent companies support the growth of short films in the media industry. In this post, I will be analysing the logos of some of these institutions and discovering what makes them unique and identifiable, while gaining inspiration for the short film logo that I hope to create.
The Sundance Institute logo resembles its company name as it consists of colours and shapes that are similar to that of a sun (yellow and a circle). The font is very plain and simple to avoid misinterpretation of the institution name. The name is also printed larger than the company type (institute) as this is irrelevant to its promotion. The word 'Sundance' extends the width of the circle in order to grab viewers eye and make the key identification of the company noticeable, thus making the logo successful. If the whole word was situated inside of the circle it would be a very small font, similar to that of the word 'institute', diminishing the focal point for the viewer. At a first glance, it appears that the circle is situated in the middle of the logo, but in fact, the composition of the logo is based around the symmetry/balance of the word 'Sundance'. The word is divided directly in the middle of the logo.
British Film Institute
The BFI logo separates its initials into 3 circular bubbles consisting of the complementary colours red, light blue and dark blue. I believe the red is resemblant of the 12A, 15 and 18 film certification/classification images, displaying the company's area of work. The logo uses an acronym instead of the full name of the company for easy identification when viewers briefly glance at the logo and for when a situation occurs where the company is given limited space to advertise itself. The phrase 'Film Forever' is displayed in a typewriter-like font with 'Film' being in bold, effectively distinguishing the company's area of work as one of the focal points are on this word and the font type signifies script writing.
This company's logo is similar to the previous logos analysed in its simplicity. The font is very bold and clear and, unlike the previous logos, each word is of equal size. The text is aligned right, mimicking the shape of an industrial filmmaking camera. The logo is monochrome, making the contrast between the white background and the black company name stark. The use of one colour makes the text more readable. I believe this logo isn't successful as although the composition of the institution name is relevant to film, the common consumer would not notice this. Logos are produced and exhibited to deliver information about a company quickly, but from glancing at this logo the consumer may not be able to grasp this. In addition, the bubble-like feature making up the right-hand border of the logo is quite random and doesn't depict the institution's purpose. However, some can argue that the circular shapes aren't supposed to have any specific meaning, signifying how contemporary this company's products are.
Institute of Contemporary Arts
British Council Film
This institution's purpose is to 'link UK film and filmmakers to new international audiences'. Like the logo shown prior to this one, the British Council Film logo is also monochrome. The text is displayed in a clean font, with the left-hand side of the logo reading 'British Council' in bold and the right-hand side reading 'Film' in a normal style. This indicates the specific division/sector of the company as the British Council serves education and the society as well as the arts and successfully portrays its role within the film industry.