The Academy Reveals First Ever Branding Effort

The Academy of Motion Picture Arts and Sciences unveiled a new visual identity and design system to its members on Tuesday http://www.oscars.org/imagination/.  Reflecting the creativity of its organization, the Academy, with the help of 180LA, set out to build an identity that accurately reflects their community of artists and diverse talents, in addition to the creative process they employ to bring disparate ideas together into a single vision.

 

The new logo, which spotlights the Oscar from above — creating a triangular shape and uniting the 'A' of the Academy with the iconic statuette — is inspired by the Academy's heritage as well as its future, including the much-anticipated opening of the Academy Museum http://www.oscars.org/academymuseum/  in 2017.

 

 

 “This design gives the Academy a presence in its own logo for the first time and underscores our efforts to support creative arts and sciences year-round,” said chief marketing officer of the Academy, Christina Kounelias.

 

“The new design transformed the visual balance from not only representing the Oscars,” said 180LA’s head of design, Richard Harrington, “But now it’s very much about the Academy.”

 

After 86 years, this shift signals the beginning of an upcoming Academy brand campaign that includes the Oscars and the museum.