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A24 Film
Production Ident
In this client project for A24, an independent film production studio, I developed a new a distinctive and memorable identity for their logo reveal that effectively conveys the studio’s unique attitude in a creative yet professional manner.
Media: Cinema 4D, Adobe After Effects
Research
As a young independent film production studio, A24’s attitude is boldly independent, prioritizing originality and creative risks over mainstream appeal. Their audience is young, creative, intellectually engaged, and aesthetically driven—people who see movies not just as entertainment, but as meaningful, artistic experiences.
However, the most generally used logo doesn't showcase the unique spirit and what a variety of different film genres A24 covers. That's why I decided to bring more personality and representation to the original logo.
Design Approaches Pitch
Design Approach 1
There were 2 design approaches that I pitched to the client in my presentation.
In this first design approach, "Sincere Madness" transitions from a vibrant, geometric animation masked under the A24 logo to one filled with eyes from A24 film posters. This approach symbolizes how viewers can perceive the madness and complexity of society and humanity—hidden beneath the mechanical camera movements—through the eyes of A24’s characters.
Design Approach 2
The second approach (right) was 3D based, and it was called "Organized Chaos". This approach intended to highlight the different kinds of film genres that A24 produced and it "organized" this "chaos" into its own unique cinematic aesthetic. The second idea was picked by the client in the end, and I quickly moved into animation production.
Animation and Challenges
The animation begins in darkness, followed by close-up shots of logo elements, leading to the full logo reveal. Based on client feedback, a second version added more focus on the melding process and varied object directions (e.g., from behind the camera) to enhance movement and create a tangible environment. Each object received slightly different yet cohesive colors to add personality and enrich the overall mood.
First Pass Animation
Second Pass Animation
Third Pass Animation
The final logo melding process was slowed down from the first pass to the third pass, and the logo was revealed completely flat. The last client request was to add some vfx's, such as dust particles and sparks. It was a technical challenge and it required some compositing skills.
After Effect Compositing
I researched the vfx video assets among the department's asset folder, and I managed to find out a way to key out the background and only show the vfx elements inside After Effects by adding a Channel Combiner effect followed by a Remove Color Matting.
Final Logo Animation with Audio
Ultimately, the client preferred the logo reveal without the close-up shots. The final animation has been streamlined to a 5-second logo transformation.
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