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01.18.13

Furlined identity

Identity, Self-Promotion

This Los Angeles film production company is highly regarded for its directors and the world-class caliber of its work. Its founder, Diane McArter, wanted to build on the brand’s equity while deepening its presence and scope. She approached Toronto-based Blok Design to redesign the identity and help shape and define the company's vision. Embedded in the company’s DNA is a sense of artfulness; working with McArter and Furlined’s senior executive team, Blok Design redefined the brand as a starting point for thought, for ideas and for questioning.

The bedrock of the identity is a comma. The simple, but commonly used literary device, evokes the “what’s next?” quality of the brand and the many stories yet to be told and a simply stark, yet warm, color palette borrows from the world of contemporary art to reflect the artistry that the company and its film directors bring to everything they do. Using every opportunity to intrigue, engage, surprise and repeatedly express the brand’s ethos, throughout the identity are continuous points of interaction between the graphic elements, juxtaposing black and white with bright pink and bold sans serif typography with classic serif font.

Vanessa Eckstein/Patricia Kleeberg, designers; Marta Cutler, writer; Vanessa Eckstein/Marta Cutler, creative directors.

www.blokdesign.comwww.furlined.com