IMAX REBRAND
Branding, Motion
_Brief_
Redesign IMAX sub-brands (IMAX Live, IMAX 70mm Projection, IMAX Documentaries, IMAX Enhanced) under a cohesive brand design system. Develop a distinctive yet flexible brand identity that can adapt to various IMAX products and experiences while remaining recognizable within the IMAX umbrella. The new look and feel should be adaptable and future-proof to accommodate brand growth.
_Solution_
The IMAX rebrand aims to create a bold, immersive, and dynamic brand identity adaptable across platforms. Targeting young movie fans, the core concept is "grand expansion" - pushing beyond boundaries to deliver premium, expansive experiences through new ideas and technological capabilities.
THE IDENT
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IMAX ULTRA
To convey the idea of high-quality blockbuster imagery, IMAX Ultra's identity adopts a minimalistic layout to enhance images. The projection shape acts as a diagonal frame holder across the whole canvas. To describe the immersive attribute, characters at times appear to leap out of the frame, adding depth to the artwork.
IMAX FRONTIER
Documentaries are based on factual stories. Consequently, IMAX Frontier's visuals drew inspiration from Swiss documentary posters of the International Style movement, which features well-aligned forms to effectively present information. The projection shape serves as a frame holder for pictures but is smaller in size compared to IMAX Ultra, allowing space for content. The color palette for IMAX Frontier is darker and lower saturation than other brands. The goal for this identity is solidity, cleanliness, and high clarity.