Before
National CineMedia — the largest network you've never heard of — is behind the cinema preshows FirstLook and Noovie, which reach hundreds of millions of moviegoers per year. When the company wanted to simplify its brand to NCM and better align with broadcast and cable networks, I jumped into action to create a bold new identity.
My Inspiration
Nothing else is like the cinema. The communal experience. The dark environment. The light from the back wall flickering overhead. The massive screen. The new logo needed to capture something unique to the cinema experience.
Work In Progress
These are just a few of the nearly 100 logo comps. I wanted something to capture NCM's unique value proposition — the big screen and cinema projection. These designs weren't there yet, but they were headed in the right direction. It was showtime.
Three Finalists
Miraculously, in a never before experienced consensus, the design and marketing teams agreed on three concepts to present to executives. To provide context, I worked up these very basic style boards to show potential graphic extensions. As you can see, all incorporated the big screen proportions, but one projected the right tone.
Final Logo & Identity System
The new bold logo not only positions NCM as a leading media network, but also captures the unique-to-cinema projection element that is leveraged across the brand. A few samples are seen here.
