Let’s pretend, at least for one moment, that the Oscar for best picture at the 84th Academy Awards was given to the film with the best graphic identity. First of all, we would be in trouble because most logos are mediocre.
While trying to write this post and looking at all the Best Picture nominees I wonder who is to blame for such poor graphic representation. Is it the focus groups (every designer blames the failure of graphic design on focus groups, right?)? Is it the studio marketing executives? Is it the film director? Or is the graphic design company specialized in film marketing failing to deliver better creative? No question, there are plenty of amazingly talented graphic designers out there, then why they don’t get this juicy assignments?
The 2012 sad graphic film landscape makes me long for the ‘old good days’ of film graphics, posters and identity design. Where is the new Saul Bass or the young Pablo Ferro?
With some amount of pain, I’ll review this year’s top 7 logos for the 9 Best Picture nominated films. I promise not to be too harsh as I don’t know what the graphic designer had to go through while developing their logos.
Ok, here they are… our top 7 best logos of this year’s Academy Awards. Drum rolls please…
#7. MONEYBALL, EXTREMELY LOUD & INCREDIBLE CLOSE AND TREE OF LIFE
Basically, these three very different films have the same logo. Take a closer look, a sans serif font set in all caps, ok there is some finessing in the kerning and tracking, but come on! When are we going to stop using this style? So annual report from 10 years ago! Yes, it looks clean and modern, but that doesn’t mean it works for everything. Sorry Brad Pitt, Sandra Bullocks and Mr. Terrence Malick, you can do better.
Coincidently, Brad is in two of these movies
#6. THE HELP
Good movie, generic logo. It looks like it was done for a morning sitcom on network television. Next!
Essentially The Help could use some design help in their branding
#5. WAR HORSE
What does 3-D type has to do with the theme of the movie? The movie is set during World War I! Perhaps the brief was: Let’s make the logo look heroic to match the epic soundtrack.
Doesn't look like the type was squeezed?
#4. HUGO
I suppose the logo matches the aesthetics of the film and the movement of the four letters hints the plot. Not sure if the ever present 3-D effect was needed. It could have been better… It’s not right, but it’s ok.
Another winner by Martin Scorsese
#3. THE DESCENDANTS
Maybe the brief was something like this “The film is set in Hawaii, let’s throw the Hawaiian state flower in the logo…” The textured typography set in upper and lower case tries to showcase the “exotic” location look. Personally, I much prefer the graphic design of Sideways, the film that put Alexander Payne, the film’s director, in Hollywood’s radar.
Don't miss the red hibiscus flower
#2. MIDNIGHT IN PARIS
Woody Allen always uses the same typeface: Windsor. Apparently, back in the mid 70s, Allen once asked type designer Ed Benguiat, referring him as a “printer,” what a good typeface was. Benguiat had an affinity for Windsor and suggested it to him. He’s been using it ever since. I think it’s worked well for Woody Allen, or maybe I’m just used to it. Kitblog has a nice write-up about Woody Allen’s typography.
Woody Allen branding = Windsor
#1. THE ARTIST
Hands down, this is best logo this year. And, coincidently, I think it’s also the best movie of the year. The logo effectively evokes the mood and style of the film. It’s beautifully drawn. Maybe the best logo will help The Artist win the Best Film Award…Congrats to the designer and to everyone involved in giving this great film a deserving logo.
Who doesn't love black and red together
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