EYE Design & Branding EYE LOGO by Wieden + Kennedy Amsterdam

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Industry Cinemas, Theatres & Concert Halls, Museums & Libraries, Business equipment & services, Corporate Image
Media Design & Branding
Market Netherlands
Agency Wieden + Kennedy Amsterdam
Executive Creative Director Mark Bernath, Eric Quennoy, Duncan Marshall, Jason Levine
Creative Director Carlo Cavallone, Alvaro Sotomayor
Designer Gareth Rice
Released May 2010

Credits & Description

Category: Logo Design
Advertiser: EYE
Product/Service: FILM ARCHIVE
Date of First Appearance: May 12 2010
Executive Creative Director: Mark Bernath (Wieden+Kennedy)
Executive Creative Director: Eric Quennoy (Wieden+Kenney)
Creative Director: Alvaro Sotomayor (Wieden+Kennedy)
Creative Director: Carlo Cavallone (Wieden+Kennedy)
Head of Design: Mark Sloan (Wieden+Kennedy)
Head of Design: Joe Burrin (Wieden+Kennedy)
Designer: Gareth Rice (Wieden+Kennedy)
Account Director: Sylvain Lierre (Wieden+Kennedy)
Account Director: Clay Mills (Wieden+Kennedy)
Senior Project Manager: Sharon Kwiatkowski (Wieden+Kennedy)
Media placement: Logo Treatment - Template Applied To All EYE Branding - May 12, 2010 - Current

Describe the brief from the client
The Filmmuseum asked us to help them launch the new cultural institution created by the merger of the Filmmuseum with the Nederlands Instituut voor Filmeducatie, Holland Film and the Filmbank. The first step was to find a name for this new born ‘creature’, a name that would represent it nationally and internationally, and that would equally resonate with niche and broad audiences, academics and film lovers, students and archivists, the film business and the art scene. The name – the EYE.

Describe the challenges and key objectives
- Transition from Film Archive to a more modern experiential identity.
- A brand identity to modernise the brand as it moves to a contemporary new home.
- Create an identity flexible and coherent enough to live on communications, the building, programming and sponsor communication.

Describe how you arrived at the final design

The team looked at the experience promised by the brand, film motifs and humans’ perception of film, and the location of the Film Institute to create a logo marque that is instantly recognisable, providing a strong level of creative potential, with highly flexible usage – as portal, mask and pattern.

Give some indication of how successful the outcome was in the market
The identity has served to unite communications, the organisation and consumers around the brand experience as the Film Institute Netherlands evolves into the EYE.