Det Danske Filminstitut
- Client Danish Film Instititute
- Project Visual Identity
- Year 1999-2000
Logo Motion
Film, flicks, cinema, the pictures. The silver screen continues to fascinate. It is where we can run to and hide. It is where we see our life in new perspective. It is where you take
your first love and where you go to cry over the lost love of your life. The Danish Film Institute constitutes a vibrant frame around our love for the movies. With its huge building in the center
of Copenhagen containing cinemateque, shop, restaurant and the whole apparatus that supports the Danish Film Industry, the DFI needed a visual identity that does justice to its subject
matter.
When the Danish Film Institute came into being it was the result of a merger of four old organisations and cultures. A common identity had to be created to embrace all
four organisations with their unique histories in order to unite them at their new premises, the new House of Film in Copenhagen.
The four organisations were different, but the love of pictures in motion constituted a bond between them. Thus film as the broad common denominator became the starting point for the graphic identity that was created by e-Types based on brand consulting carried out by DragonLinque.
Film is images in motion. The visual identity incorporated moving images and the visual effects that appear in classic Western films when the camera focuses on the wheel of the stagecoach. While the focus is on the wheel, an optical illusion occurs and makes the wheel appear to turn both backwards and forwards. If the name "Danish Film Institute" is set in motion, a series of simultaneous movements of text fragments in both directions is achieved. This was used to create an identity-carrying typography that constantly mutates but stays recognisable.
In this way, the visual identity for the Danish Film Institute embodies a number of the core elements that have characterized e-Types' take on visual identity: a logo that is not a logo, typography as a key player in the visual expression and an ability to mutate and adapt the visual identity to different uses, different organizational needs and different target groups.
The design won the Danish Design Award 2000 in the category of best corporate identity and still stands as one of e-Types' defining signature projects.
The four organisations were different, but the love of pictures in motion constituted a bond between them. Thus film as the broad common denominator became the starting point for the graphic identity that was created by e-Types based on brand consulting carried out by DragonLinque.
Film is images in motion. The visual identity incorporated moving images and the visual effects that appear in classic Western films when the camera focuses on the wheel of the stagecoach. While the focus is on the wheel, an optical illusion occurs and makes the wheel appear to turn both backwards and forwards. If the name "Danish Film Institute" is set in motion, a series of simultaneous movements of text fragments in both directions is achieved. This was used to create an identity-carrying typography that constantly mutates but stays recognisable.
In this way, the visual identity for the Danish Film Institute embodies a number of the core elements that have characterized e-Types' take on visual identity: a logo that is not a logo, typography as a key player in the visual expression and an ability to mutate and adapt the visual identity to different uses, different organizational needs and different target groups.
The design won the Danish Design Award 2000 in the category of best corporate identity and still stands as one of e-Types' defining signature projects.
Danish Film Instititute
www.dfi.dk
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