The Austrian Film Archive
commissioned the (guess what) Austrian design studio perezramerstorfer
to develop a new brand concept that could renew its visual identity and open the institution in order to connect with a wider public.
Most of the visual identities of Filmoteques are very distant and cold, because of its long analytical texts and the use of minimalist layouts and just photography. They believe that you have to be emotional in order to connect with more people (we do to 😉 ). Cinema is not just photography, cinema is about characters and the way they face their story, what they say and what they do; it is about characters, dialogue and action.
There is an immense resource of quotes in each movie, quotes created by incredible screenwriters that can connect emotionally, take the attention and summarize the feeling of one movie in one sentence. There are now everywhere much more possibilities to show movement, in the Internet, computers and infoscreens or e- panels for advertisement and these austrians sure know how to take advantage of it by deciding to create cinema posters, e-posters, and animated gifs that could be shown as well on the website.
The combination of dialogue, movement and photography allowed the perezramerstorfer
studio to create a flexible identity that kept its culture taste but is based now on a dynamic brand language.