Work
Greater Union
Visual Identity
Updating an Australian icon
CHALLANGE
The Greater Union logo wordmark has remained unchanged since the late 1970s, undergoing slight styling updates in the mid-1980s. To remain competitive and resonate with today’s audience, an update was imperative for the icon, wordmark, as well as the advertising and promotional materials.
OUTCOME
A revamped icon motif and wordmark were the initial steps, succeeded by a comprehensive overhaul of marketing branding. This encompassed changes in colour schemes, typography, and supplementary graphic elements, all intended for deployment across advertising, promotions, and point-of-sale materials.
SCOPE OF PROJECT
Branding & Identity
CLIENT
Greater Union Organisation
(Event Cinema)
Agency
Leo Burnett
Sorting through the noise
After conducting a thorough visual assessment involving current national and international competitors, the subsequent phase involved delineating our positioning within the market. Building upon these insights, the subsequent step was to delve into the design legacy of the current logo, determining what elements should be retained and what should be discarded.
Renewing the old
Leveraging the prominent section of the existing wordmark, the star served as the basis for crafting
a film-themed motif, creating a dynamic and vibrant emblem. Our goal was to communicate the themes of energy, excitement, innovation, progress, and a forward-looking perspective.
a film-themed motif, creating a dynamic and vibrant emblem. Our goal was to communicate the themes of energy, excitement, innovation, progress, and a forward-looking perspective.
Seamless integration
Additional graphics were meticulously crafted
with a focus on catering to advertising and promotional materials, aiming to enrich and invigorate the new identity. Their purpose was to captivate the audience’s attention and vividly showcase the essence of the revitalised identity across diverse promotional platforms.
with a focus on catering to advertising and promotional materials, aiming to enrich and invigorate the new identity. Their purpose was to captivate the audience’s attention and vividly showcase the essence of the revitalised identity across diverse promotional platforms.
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