01
Static Identity
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Film My Design is a 2 day, annual event in Cairo that will showcase, document and celebrate Egypt’s design scene through film. The founders of Film My Design have approached us to create and design their brand and visual identity. FMD aims to establish a community of designers and filmmakers that collaborate to produce educational, influential and inspiring design film documentaries. The initiative plans to stimulate interest, participation and engagement in a more dynamic, creative community by merging two of the most compellingly diverse, yet complementary, means of visual media – Design and Film.
FMD’s visual identity system is divided into a static identity and a dynamic one. The Static Identity incorporates the logotype and the visual language that is used all year long till the reveal of the annual event, that’s when the dynamic identity takes over. The dynamic identity embraces a new theme every year. Therefore, we designed a flexible static identity that can adapt easily to new visual concepts and fresh ideas for the annual events. All guidelines, restrictions and correct usage of the visual system is added in a brand manual to ease the next designers’ mission.
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The Mood board
The mood board explores the different visuals that depict both disciplines; Film and Design. The objective is to embody the integrative and complementary relationship of Design and Film in a dynamic identity.
Logo Concept
We chose a Mono-spaced typeface, which is visually associated with films due to its customary usage on typewriters. However, we altered the original type to make it lose few of its technical characteristics and attain aesthetically balanced features. Our intention is to customize a font that represents both Film and Design.
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The above is a short teaser of a design-film documentary created by FMD. Where the filmmaker Abdelrahman Dnewar, is collaborating with us as the graphic designers. The result is a step by step display of our work process through Abdelrahman's lens and perspective.
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02
Dynamic Identity
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Our second step within the project was to create a proposed visual direction for an annual event using the dynamic identity. We needed to find the best method to communicate both design and film independently. It was integral for us to be aware that using color, shapes and photography alone wouldn't be a comprehensive expression of both design and film. To properly showcase film within a brand, we needed to induce the dimension of time within our work. By referring back to narrative design and the process of storytelling, there's always an ambiguous exciting beginning to a film or story. And the viewer never truly reaches clarity till the very end of the film.
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With that concept in mind, we implemented visual distortions to the logo and the brand's visual elements that would only clarify with time.
With that concept in mind, we implemented visual distortions to the logo and the brand's visual elements that would only clarify with time.
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03
Dynamic Logo Variations
Dynamic Logo Variations
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Our third step was to explore potential variations that could be applied to the logo each year during the event.
To maintain the brand's longevity, and to allow fmd to continually create new interesting themes for the annual event, the logo is designed to be minimal and adaptable.
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Remark: The dynamic identity proposal and logo distortion variations have not been implemented.
