Responses by North

Background: The identity is being launched in advance of the re-opening of the Australian Centre for the Moving Image, or ACMI, had originally planned for this year. The ambition of the new identity was to signal a brave reimagining of the physical space that aims to promote the idea of a museum of screen culture. ACMI had previously evolved its identity incrementally over the years, so there was clearly an appetite to take a bigger step forwards.

Reasoning: In this museum about screen culture, the edges of the screen are critical tools for filmmakers. The restrictions of the format helps tell the story, to show just enough, but also leave something up to the viewers’ imagination. Our approach to the logo expresses this by cropping letterforms within four evenly spaced square frames to create graphic, expressive characters.

Challenges: Without a doubt, the impact on the project timing created by COVID-19. Although the visual identity solution was already finalized, the global pandemic heavily impacted the plans to implement and launch the new branding.

Favorite details: The geometric nature of the logo defines a modular grid for all communications, allowing for flexible expression and play as the museum evolves and adapts in the years to come.

Visual influences: The inspiration for the project came about through collaboration with the team on three visits to Melbourne last year. Researching ACMI’s archive was a huge source of inspiration and learning for us.

Specific demands: ACMI is both a creator and curator of its own content and a host to several other film festivals throughout the year. This parameter led us to develop identity solutions that were strong and robust enough to work within these two very different contexts.

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