Objects In The Mirror...
15th MUMBAI
FILM FESTIVAL
The Outcome
The outcome of this challenge was a vibrant, modern, cutting edge and dynamic icon that gave structure to the numerous categories and made the entire festival look like a truly International event to reckon with. Also managed to incorporate a subtle ‘M’ within as the signature of the city and the festival.
+ Brand Identity
+ Creative Extensions
+ Collaterals
The Challenge
The fundamental problem with the most accomplished film festival in India was simple - an identity that was not in sync with its title prize. Most festivals across the world brand themselves with the icon of their trophies (Palme D'or at Cannes, Golden Bear at Berlin etc.). But Mumbai Film Festival used the logo of a rather obtuse 'dancing lady with a camera' for no specific purpose.
It was decided to make the icon around the 'Golden Gateway' award. But the challenge was to reinterpret a monument that has been visually explored in so many ways. "How does one use the Gateway of India and yet make it contemporary without looking like just another logo with the Gateway hidden in it".
Delivered
Before
After
New Identity
Mumbai Film Festival is undoubtedly the city and the country's premier film festival that brings together the best of International Cinema every year. The wide diaspora of films and the unique and unmatched reward for First time Directors makes it a Global festival to reckon with.
The new visual Identity of the festival encapsulates the real dynamism and exuberance of the City. The new icon is now the rendition of our Golden Gateway award.
It is our contemporary and edgy interpretation of the renowned monument (Gateway of India) displaying the diverse cultural mosaic that the city of Mumbai and Indian cinema exhibit. The logo is also an homage to Bombay's Art Deco era of talkies that have witnessed the glorious 100 years of Indian Cinema.
New identity is not static. It's fluid. It morphs into an array of colours, each representing a category at the festival. But in the larger scheme of things, it accomplishes our aim to present a truly 21st Century Identity that is a first amongst Global festivals.
Evolution & Construction Of The Logo
Logomark Configurations
Primary
Whenever possible the logomark should be used in the horizontal format.
Secondary A
Used when legibility of the logotype requires greater prominence, or where there are space and layout restrictions.
Secondary B
For small scale usage where the logotype needs greater prominence.
Creative Extensions
Colour Swatch Breakup
Original
#CEB4A0
#755F69
#8C7E87
#9C857C
#CA9D7E
#907170
Greyscale
#9D9C9A
#3D3D3C
#868686
#585757
#B1B1B1
#9D9C9A
B/W
#FFFFFF
#000100
Original
On white background
On black background
Typography
Bombay
Talkies
1913 to 2013
CHINO
C
LATO
L
Use for : Headlines
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
0 1 2 3 4 5 6 7 8 9
Use for : Collaterals / Communications & Website
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
0 1 2 3 4 5 6 7 8 9
Collaterals
Visiting Card
Visiting Card - Colour Extension
Letterhead
