Trollbäck+Company created the 2017 AICP Show Opening Titles, which debuted on June 7th at The Museum of Modern Art (MoMA) in New York City. The animated piece unveiled the new AICP logo -- its first in 45 years -- which was designed by Brian Collins.
"Trollback has been an amazing partner to work with over the years," commented Matt Miller, President and CEO of AICP. "As part of the rollout of our new identity, we turned to the amazing team there to articulate the new logo. Their piece was beautiful."
Led by Trollbäck+Company Creative Director Brian Bowman, the sequence takes the audience on a journey through a 3D world in which geometric shapes - cylinders, pyramids and triangles -- form the new logo.
"The new logo signals a reinvigoration of the AICP brand, so the organization was excited about keeping the focus on it," said Bowman, who also moderated 'The Technology of Experience' panel this week, and led the branding for the AICP Next Awards for the past several years. "The show open is a visual story about the process of creating an identity -- abstractions of what the shapes can become, and the thinking process behind what a logo could be -- as we build up to reveal the new brand mark."
While the slow-moving shots and animation in the opening sequence stay true to the minimalism of the AICP's new black-and-white mark, Bowman worked closely with Antfood to create a pop music-inspired soundtrack that conveyed the new energy of the trade organization.
Trollbäck+Company also created the end credits, interstitials, and title cards for the awards show. Based on Collins' style guide, all of the letters in the AICP logo collapse into a singular shape, which provided the team with the framework for the retro art-style interstitials. In addition, the companion Serif typeface against the minimal environment complemented the overall feeling of the new branding.