Streaming films from the consolation of our personal front room or in mattress on our laptop computer is perhaps the brand new norm, however there’s nonetheless a sacred area in our society for the act of Going To The Motion pictures. For starters, films simply look higher on a giant display screen. The viewing expertise is extra immersive this manner, and visuals are captured extra acutely in that format. After which there’s the ceremony of the entire moviegoing expertise: clammy-handed first dates, the comforting aroma of over-buttered popcorn within the air, the garish wall-to-wall carpeting snaking alongside the halls between screens. These are the unmistakable sensory experiences that make going to the flicks so singular and magical, and why cinema chains like Landmark Theaters have stood the take a look at of time.
Landmark Theaters has endured since 1974, weathering the rise of streaming companies, COVID-induced closures, and different traits in trendy life which have modified the way in which watch films. To maintain Landmark on this path, its house owners over at Cohen Media Group introduced on the specialists at Pentagram to develop a brand new, daring, versatile model id system for the chain.
The system is buoyed by a dimensional letter “L” with a smaller neon “L” floating within it that’s illuminated in vibrant neon colours. Harkening again to the previous neon indicators of film theaters of yore, these “L” icons provides infinite choices for brand new iterations, since every new landmark theater location has its personal distinctive model. Pentagram got down to thread the needle of introducing a stronger, extra cohesive sense of branding that will improve general visibility for the Landmark, whereas additionally making it so that every location may have its personal distinct id.
The brand new look has been carried out throughout Landmark’s suite of platforms and choices, each digitally and out of dwelling. This ranges from their web site, promotional campaigns, and social media, to their signage, environmental graphics, and animations on the theaters.
The id features a palette of vibrant, retro-leaning colours, which is used all through a collection of playful, neon-sign-inspired customized icons that every signify completely different elements of the theatrical expertise. The model system’s cinematic typography extends to sub-brands that embody the Landmark’s curated programming, comparable to movie collection, particular screenings, and different occasions.
Whereas going to the flicks feels inherently old-fashioned now, it’s a consolation to see some are persevering with to thrive and prosper within the Netflix and Chill period.
Pentagram Accomplice: Paula Scher
Venture workforce: Bruno Bergallo, Yansong Yang, Olivia Ray
