Ann Arbor Film Festival
Contributed by Scott Pryor, principal at Michigan-based Pryor Design.
A core logo that stands the test of timeless.
The Ann Arbor Film Festival (AAFF) is the nation’s oldest running independent film festival and is internationally recognized for focusing on the art of film. So, when the AAFF approached us to completely re-build their identity from the ground up, we knew that developing a timeless, simple, unique mark that didn’t upstage the “art” would be a challenge. But that’s precisely what we did… We created a trademark that quite literally features and celebrates film every time it’s seen. The mark is made of both “A” and “F” letterforms that come together to create a screen in which color, imagery and art are displayed throughout the system.
A color scheme that carries the system.
To further personify the vibrancy and energy that is the art of experimental film making (and the festival itself), we developed a cohesive yet lively color scheme that becomes both a differentiator and a thread at the same time.
The anti-identity identity.
Allowing the logo/identity to play a supporting role, we developed a uniquely kinetic, changing identity system… For instance: multiple versions of letterhead were created to illustrate the ever-changing face of film. Continuing to celebrate “film” throughout the system, we used stills of past films as a canvas upon which we placed the new logo.
Every piece is like a snapshot.
The proportions of a business card created the perfect proportional space to place larger stills. And converting these images to black and white further unified the system and demonstrates the flexibility of how the medium can be illustrated.
A site that moves with the medium.
Using the core strategy we created for the brand platform, we then designed, developed and implemented an immersive online presence that featured, once again, the art of film. The entire site sits atop a canvas of moving imagery, again using still footage from past films. With usability in mind, we also kept the framework of the site quite simple allowing for content and imagery to be changed at will without ruining the integrity of the identity program.
An identity that’s at home on the streets.
The above banners further support how the identity literally “frames” the films.
An ID that sticks to it.
Among many other “street level” elements, a range of stickers were created that were given away to filmgoers, staff, supporters, etc. These stickers then began showing up in myriad likely and unlikely places in Ann Arbor throughout the year.
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More identity work on the Pryor Design website. Catch the team here on Facebook, too.
11 comments on “Ann Arbor Film Festival”
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I have to say I’m partial to typography driven logos, so I love this. Very creative!
As for fulfilling its intent, however, it may not be doing what is described. The heavy stroke makes the logo very bold, and helps the white fill to stand out quite a bit. It isn’t subtle in the slightest, and seems to steal the spotlight from the art of the other promotional items. I like it in that respect, as a logo should be prominent, but this is not a corporate branding situation… indeed, a lighter stroke might have helped with the “supporting role” a bit more.
I really like this identity design. Definite fan of typographic logos. They always seem to be neater for me. Maybe a graphic accent or two.
Of course I am a bit partial since I lived in the Ann Arbor area for about 10 years.
WOAH! See, there’s another reason I love Ann Arbor. They have awesome design tastes. I LOVE the typography, and the color. It’s classy, easy to read, fun, and bold. Too exciting. I should drive out there. 3 hours isn’t TOO far, is it? :)
That is beyond cool. Two A’s, two F’s from the same strokes. The type of mark that looks effortless but was anything but. Nicely done.
Like the majority here so far, I like typography logos a lot and this is a very clever and creative concept. Like Kent said earlier, the logo is a bit heavy, but I don’t think it really takes too much away from everything else.
Great work, love the A’s and F’s in the logo.
Nice idea. Nice marque.
I’m not convinced by some of the executions of how it appears, it looks a bit over designed and complicated, it’s such a nice idea you want to give it more emphasis and importance to show it off.
But it’s great that we are celebrating a good idea.
Since I live downtown Ann Arbor, this hits home. It looks very fresh and unique considering the letters. I love the color choices and look forward to seeing this implemented throughout the city.
Frankly, this is brilliant: the acronym—two A’s, two F’s—completely encased and easily distinguishable within a TV icon. Great work, I grew up in Ann Arbor and have always loved it, and this just adds more to the culture that makes it the city that it is.
I love this. Didn’t see the typography in the logo initially. It looked like when people hold up their hands to frame something with their fingers. But definitely love the logo even more with that added level of detail. It’s great to see something from home on a design website, outside of the new Big Ten logo!
Love the logo. I don’t feel it is too heavy – it cleverly mimics the thick back edging found on old film strips. It would be neat to see some of the working sheets on this identity as I am sure they would be hugely interesting too. IMHO A good solid piece of work from Pryor Design.