Uniting two VFX powerhouses under a new name, with a focus on ‘the positive power of storytelling.’
With four Academy Awards for films such as Blade Runner 2049, Ex Machina and Interstellar, Double Negative is recognised as one of the most accomplished VFX studios in the industry. Their merger with Prime Focus, ranked as one of the largest VFX businesses in the world today, has created a new industry powerhouse.
Our challenge was to unify these two businesses by defining a clear vision that distilled the legacy and spirit of both brands into a single-minded strategy. The strategy built on the long-established ethos of the founders. Empowerment, collaboration and innovation were vital for a brand that always delivers excellence, and places enormous value on its people.
A new name, positioning and brand identity rooted in over 20 years of creative excellence and a love of film.
Leveraging Double Negative’s industry moniker – DNEG – we were able to take a fresh step forward while retaining the heritage and brand equity of the company’s illustrious 20-year history. We designed a new logotype that is confident, modern and iconic. The D and G mirror each other in a subtle suggestion of constant motion and transformation. It’s crafted to work at any size, from the cinematic opening of a film to a discreet but memorable mark of quality on a movie poster.
The aperture. A metaphor for transformation and a lens on the people, craft and storytelling that drives DNEG.
The aperture highlights the detail and craft that goes into every single frame and the people behind it. It informs the way the brand moves and reacts: from the UI and iconography on the website; to the day/night cycle of the clocks for each office.
Refined, clear, confident visual language with a focus on the talent and culture behind the some of the world’s best VFX for film and tv.
Immersive, iconic frames and key art of films are used confidently. Images of the team are crisp portraits against the brand colours. Monochromatic reportage photography captures behind the scenes moments. A modern and muted palette of colours support the primary ‘coral’ orange of the brand.
The rebrand rolls out through the logo, tone of voice, a new website, studio interiors, merchandise, stationery and clothing for crew on set.