Electric Pictures has solved branding
and marketing problems for hundreds
of clients. Here are some examples.
Krannert Center | City of Champaign | Virgina Theatre | Sony Theatres
Project: Sony Theaters Logo Background: When Sony acquired the Loews movie theater chain, they wanted to create an identity that matched their marketing strategy, positioning Sony Theaters as an upscale movie-going experience with a high level of customer service and state-of-the art auditoriums. With close to 1,000 screens in 21 metropolitan markets and a history going back to 1904, Loews is a well recognized name. Internally, there was much resistance to the name change, so Sony decided on a gradual transition. Objective: The client wanted a logo that would capture the excitement of the contemporary movie-going experience without relying on the traditional "art deco" look of theaters past. The "star" motif was suggested as a way to tie in to the concept of movie stars. The new logo was to be applied to newspaper ads, popcorn containers as well as on-screen animation. Solution: The client wanted "presentation quality" comps, so each concept was drawn up as finished art in Adobe Illustrator, then refined as needed. Each of these designs conveyed movement and action, which is the essence of motion pictures. All in all, over 100 variations were created in a period of two months. In the end, the client opted to retain the Loews name and none of these designs were used.
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