Future progression based on core principles
With more than 60 years of history, Filmax is an unquestionable reference in the world of cinema. After overcoming several crises and reinventing itself, the Spanish film production and distribution company needed a brand narrative that would highlight its qualities and allow it to project itself more strongly. Our task was to update the brand’s image based on Filmax’s signature DNA that had made it such a recognisable part of the collective subconscious.
Dreaming is for the brave
We worked together with the Filmax management team to identify the brand’s core principles: we listened, looked back at the company’s journey up to that point and analysed its core values to define a strategy and story based on its history, which would strengthen its market position and differentiate it from the competition.
We condensed those core principles into the concept ‘Dreaming is for the Brave’. A concept that highlights Filmax’s long-standing commitment to Spanish film which predates any other company, reflecting both the distribution company’s past and future, and which can be applied to each of the interest groups in the world of film.
The brand signature of the brave
We used this narrative and brand concept as a basis for the design of the new Filmax visual identity. The new logo maintains the calligraphic style which is so strongly identified with the brand, but evokes a stronger sense of personality and offers greater applicability, particularly when it comes to digital media. As though it were a personal signature, we worked together with letterers and graphologists to ensure that the new logo’s graphics corresponded to Filmax’s personality traits: the inclination to the right, the ascending baseline, the clean edges, the contrast, the cursive structure and the curved forms reflect the company’s tenacious, brave, passionate, authentic, optimistic and expert characteristics and form the ultimate model for communicating its values.
"We worked with graphologists and letterers to ensure the brand signature reflected the personality traits we wanted to convey"
The colour of film
Filmax is a name that is synonymous with film, which is why we worked with the industry’s basic colours. The new visual identity is expressed in black and white and focuses on the brand signature, dispensing with other symbols such as the tricolour ball. Silver is added to the black and white corporate colour palette due to its ability to emit light, another aspect of the medium.
The tightrope walker who pursues his dreams
If there is a piece with great visibility in the identity of a film production and distribution company, it is the animation we see in the cinema, in the dark and ready to be told a story. A unique opportunity to communicate the strategic concept. The figure of a tightrope walker represents the ideal vehicle for conveying the brand’s new story. Thus, the video depicts a tightrope walker making his way across a high wire suspended between two buildings, as a metaphor for the courage inherent to film protagonists. We called on the services of the Diestro animation studio for the 3D production.
A musical tribute
Particular prominence was given to the music which accompanies the animated piece. Created by the Spanish composer and winner of two Goya Awards, Lucas Vidal, it is an updated version of the iconic Filmax tune. As such, it maintains the essence and values on which the company is founded, while building on the new brand experience.