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Design Firm Gives Film Festival Back its HeartThe California Film Institute (CFI) today unveiled its new identity - including new logos for the Institute, its Education program and the popular, long running Mill Valley Film Festival.
At a press conference at Dolby Labs, CFI Executive Director Mark Fishkin announced the new identity, designed by the San Francisco design firm MINE.
Fishkin also unveiled the official festival poster, advertising campaign and website, all of which center around the theme "Turning 30" - a tribute to the festival's 30th year.
"Saying that we're 'turning 30' is different than saying it's our 30th anniversary," explains Fishkin, "It means we're not just looking back, we're looking forward."
As the Institute looked forward to the future of the Film Festival they realized it was the prefect opportunity to reconsider their aging identity.
That's when the organizers turned to MINE.
"The existing identities for the Film Institute and the Festival were dated and definitely cliché," says Christopher Simmons, principal and creative director of the San Francisco design studio, "We literally found more than 500 existing logos that used the same type of imagery (film reels and spockets) that they were using.
It was generic, boring, and didn't really communicate anything special about the festival.
We wanted something more for them, something better, and so did they."
more: Design Firm Gives Film Festival Back its Heart
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MINE > Graphic Design Studios
September 13, 2007 | Viewed 31,558 time(s)
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