Inside the advertising and film industries MPC is the Moving Picture Company, but the VFX and creative production studio has its sights set on a wider range of clients and no longer wants to share an acronym with a dozen companies. Its rebrand highlights its full name in an animated logo in which its three initials appear in different positions within a square frame.
The logo was created internally.
“Our new visual articulation of the Moving Picture Company brand is an improved, more honest reflection of the position we occupy in the marketplace today, but with a deliberate nod to our past,” stated MPC chief executive officer, Mark Benson.
“Our artists, designers, directors, creatives, producers and technologists consistently produce award-winning content across every media category in which we work, from feature films to advertising. Our brand identity should reflect this confident commitment to quality in a way that demonstrates the pride and passion of our people around the world. And it does.”
The logo will appear as a standalone design or with the Moving Picture Company wordmark, and is being rolled out across its digital channels directed at its advertising clientele, in all its market-specific branded collateral materials and at its studios in London, Paris (Mikros-MPC), Amsterdam, New York, Los Angeles, Shanghai and Bangalore.
Lauren Pollare, global head of marketing at MPC, led the rebranding effort. She explained, “Our industry is rapidly evolving, both in terms of the kinds of work we do and the types of clients we’re partnering with. MPC is now working directly with brands, creating original content, working with location-based entertainment venues and collaborating with experiential agencies. We felt this was a great opportunity to redefine a company with a solid reputation, impressive credentials and a truly unique legacy, and position it with a clear, strong identity for a new generation of clients.
“Almost uniformly, our people are excited about creating work that connects with audiences on an emotional, human, one-to-one level. Ours is not just a story about technology. It’s a narrative of purpose, of creative craftspeople using that technology in innovative ways to reach people’s hearts while we dazzle them visually,” she added.
“We are the Moving Picture Company. We create experiences that move people.”
The task of lead designer, Manuel Sepulveda, was to make sure that the new branding would look dynamic on both a screen and printed page and could be adapted effortlessly while maintaining a strong and coherent visual presence.