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.