Saturday, February 19, 2011

And the (new) envelope please…


The Oscar envelope got an upgrade Wednesday.

Marc Friedland, a veteran Los Angeles-based designer, was tapped to design new envelopes and announcement cards bearing the names of Oscar winners at the 83rd Academy Awards. And upgrade them he did. This 83rd ceremony will mark the 70th anniversary of the use of sealed envelopes as part of the presentation.

“The envelopes are such an integral part the Academy Awards, yet there has never been a dramatic, specially-designed envelope and card to announce the Oscar recipients,” telecast producers Bruce Cohen and Don Mischer were quoted in the press release. “We felt it was time to change that, and Marc Friedland was the first person we thought of to create something special for the telecast.”

The description from the Academy:
The custom-designed envelope will be handcrafted from a high-gloss, iridescent metallic gold paper stock, with a red-lacquered lining featuring the Oscar statuette hand-stamped in satin gold leaf.

The outside of the envelope and flap is an Art Deco-inspired satin gold foil frame with an ecru inset panel bearing the name of the award category in a rich charcoal ink. The envelope will contain a heavyweight ecru card featuring gold foil accents and a gold leaf-embossed Oscar statuette along with the phrase, “And the Oscar goes to…." The winner's name will be printed in charcoal ink and mounted onto a matching, red lacquer hand-wrapped frame. The back of the card will be printed with the award category.

“I wanted to create an envelope that matched the iconic stature of the Oscars as an event known and watched around the world,” Friedland was quoted in the release. “So few people actually ever hold these envelopes, but I want everyone to see how special they really are.”

Friedland is a custom invitation designer creating stationery arts for high-end clients. This year marks the 25th anniversary of his namesake business, along with Creative Intelligence, his experiential branding agency counterpart.

And no, Friedland will not know the names of the winners. He is producing a card with the name of  every nominee. Brad Oltmanns and Rick Rosas, the PricewaterhouseCoopers (PwC) partners and tabulators, will put the appropriate name in the envelope and fasten it with a red double-faced satin ribbon and a red-lacquered and gold-embossed seal featuring the PwC logo. The remaining nominee cards will be destroyed.

Video
Update: An interview with designer Marc Friedland on the Red Carpet…

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