Nicely updated.
It's the age-old logo design dilemma. You've spend decades building up brand equity in a well-known and much-loved wordmark. But it's starting to feel dated. Do you go for occasional small tweaks that most people won't notice, but which will subtly bring your design up-to-date, asThe latter path is fraught with danger. You could alienate your audience, who miss the old logo and hate the new one.
But that shouldn't necessarily disuade you. Because sometimes taking a brave and radical new direction can really pay off, and the new logo for Orion Pictures, shown above, is a textbook example. As a reminder, here's what the old logo for the MGM-owned movie studio looked like...
All of this, though, might have looked a little overblown without the radical extension of the black line through the letters. To our eyes, it's slightly jarring but in a good way; imbuing the design with a strong point-of-view, and keeping it on the cutting edge for a 2020s audience. In practice, of course, audiences are going to experience this design not as a still image but part of a motion sequence. And so to fully appreciate how well it works, it's worth watching the 17-second clip above, which shows how it will actually appear on cinema and TV screens.Just like age-old intro cinema fans know and love, it begins with an image of dancing stars, before the logo swims into view.
Orion says the new logo aims to reflect a more inclusive approach to storytelling at the studio. And while the colour palette is not exactly a rainbow – that kind of literalism would have seemed pretty clunky – that still kind of makes sense to us. And suitably enough, the new logo is premiering with the Amazon Prime release of Anything's Possible, a coming-of-age story that follows Kelsa, a confident high school girl who is trans, as she navigates through senior year.
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