Tuesday, December 17, 2013

Academy reveals new logo, brand identity

The letter of the day is A.

That's what it boils down to for the Academy's new logo and brand identity, which was revealed Tuesday with a special website.

In the works for two years, the change puts the Academy's A right along with its iconic Oscar statuette.

"The new logo spotlights the Oscar from above," said Academy Chief Marketing Officer Christina Kounelias, in an introduction on the website. "This design gives the Academy a presence in its own logo for the first time and underscores our efforts to support creative arts and sciences year-round."

The Academy "found a need for a new design system that reflects the creativity of our organization," Kounelias said.

Working with agency 180LA, the Academy developed an identity influenced from its history, but helping to move the nonprofit organization into the future.

"We set out to build something that accurately reflects our community of artists, their diverse talents, and the creative process they employ to bring disparate ideas together into a single vision," she said.

In a very Apple-looking and -sounding campaign, here are a few videos explaining the change:

Kounelias was named Chief Marketing Officer in August 2011. The newly created position at the time fell in line with the creation of CEO and COO positions in 2011.

For more information on the Academy's new logo and brand identity, go to

The 86th Academy Awards, for outstanding film achievements of 2013, will be presented on Sunday, March 2, 2014, at the Dolby Theatre at Hollywood & Highland Center, and will be televised live on ABC and in more than 225 countries worldwide.
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