Academy of Motion Picture Arts and Sciences Design & Branding ACADEMY CORPORATE IDENTITY by ADAMSMORIOKA


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Industry Shows, Events & Festivals
Media Design & Branding
Market United States
Creative Director Monica Schlaug, Sean Adams, Noreen Morioka
Released March 2010

Credits & Description

Category: Logo Design
Date of First Appearance: Mar 12 2010
Entrant Company: ADAMSMORIOKA, California, USA
Executive Diretor: Ric Robertson (AMPAS)
Director of Marketing: Janet Weiss (AMPAS)
Creative Director: Sean Adams (AdamsMorioka)
Creative Director: Noreen Morioka (AdamsMorioka)
Creative Director: Monica Schlaug (AdamsMorioka)
Media placement: AMPAS Identity And Wordmark - Internally - March 2010
Media placement: Stationery System - Corporate communications - March 2010

Describe the brief from the client
Founded in 1927, The Academy of Motion Picture Arts and Sciences is one of the most venerable organisations in the entertainment world. It has never had an identity, logomark or wordmark to represent it, and with a growing group of film organisations and awards, the Academy began to lose its position as leader in entertainment. The public was unaware of the Academy's many programs, grants and collections, and thought only of the Academy's Award Show and Oscar.

Describe the challenges and key objectives
Internally, the membership, staff and board viewed the Academy and its role differently. The concept of "branding" the Academy was also met with some resistance, compounded by a group that thought differently what types of communications, marks and nomenclature should be used.

With 4 locations, over 20 internal groups, programs and different audiences, the Academy communications were disjointed and lacked visual cohesiveness.

Describe how you arrived at the final design

Through collaboration with the Academy and drawing on extensive research, a system was crafted around the
instantly recognisable Oscar symbol, a newly designed wordmark, and identity guidelines for both member
and consumer communication. Identities for all Academy entities are now aligned, creating an even stronger
foundation for the organisation to grow into new ventures and reach new audiences.

Give some indication of how successful the outcome was in the market
Now with the new identity system, the trend is shifting away from only perceiving the Academy as the Oscars Award Show and now identifying the different programs, locations and groups it supports.

Internally, there is a sense of cohesive understanding that each department shares the importance of maintaining the creative profession in film and film sciences.