“In this bold, expansive rebrand, Juarez uses custom-built code to seamlessly simulate dynamic assets and interactive applications. Logo and pattern generators, a postcard editor, grid-based typography and mosaic-filtered image captures all demonstrate the flexibility, strength and cohesiveness of his identity system.” —Jennifer Cole Phillips
“Gabriel Juarez’s combination of robust and flexible graphic design, paired with well-implemented tech, resulted in an awarded entry that stood out for its innovation and professionalism.” —Marta Swannie
A rebranding of the Los Angeles–based institution Academy Museum of Motion Pictures by Gabriel Juarez, student at ArtCenter College of Design, this project introduces a dynamic identity system through a series of custom JavaScript tools and prototypes. At its center is the circle, which represents a camera lens and aperture; this symbolizes the art of capturing motion through film.
Comments by Gabriel Juarez:
Tell us about your educational experience at ArtCenter College of Design. What facets of graphic design have you gravitated toward? At ArtCenter, we spend a lot of time explaining our rationale for the design decisions we make. I feel this teaches us how to frame and communicate our perspectives efficiently. I’ve gravitated toward identity systems because I am interested in how branding can be dynamic. I’m curious about how a graphic system can turn into something that can respond in context or with user input.
What was the assignment for which you created this identity for the Academy Museum of Motion Pictures? The assignment was to rebrand a cultural institution. Professor Zeke Wattles’s class centered on writing code to expand the identity into something more dynamic, and it involved coding demos using the JavaScript library p5.js. As we learned more about JavaScript, we transitioned out of coding demos and into creating something related to our brand identity. I liked this class because we learned something new every week. By the end, we developed a literacy for coding with p5.js and could string concepts together to build new visuals. Zeke would also encourage us to look at JavaScript libraries outside of p5.js to expand our capabilities with code, which is how I learned about three.js—another library I used in this project.
How did you land on the idea of symbolizing the Academy through a camera lens and aperture? In this class, the logo had to be driven by type, so I went through different ways of spelling out the initials AAMP. I eventually landed on the capital A because it felt the most distinctive and flexible.
What approach did you take to develop the JavaScript tools for this identity system? I wanted the identity to be dynamic, letting elements shift and move throughout the system. When the camera rolls, multiple elements begin to move and work in sync. I approached the identity with that thinking. Some of the programs were tools for me to generate patterns or logo variations that could be exported as static assets. I designed others with a user in mind, like the postcard generator and the website landing graphic. These tools and programs made it easy to imagine how the identity could adapt to different contexts.
Did you encounter any unexpected challenges during the assignment? As someone fairly new to programming, I came across challenges with my code many times. In these times, it was helpful to ask AI to diagnose problems. Sometimes, it would work; sometimes, it would not. I think AI can be leveraged this way, but it is best not to rely too heavily on it.
What do you like most about identity design? I like imagining how an identity will look on screen, in print, in motion or as an interactive experience. I feel that good identity systems are rooted in conceptual storytelling; in identity design, you develop a visual language that tells a story about what an institution represents. In this way, I believe aesthetics should follow the narrative.
