Drawing on inspiration from the bold typography and visual language seen in magazine mastheads, as well as marquee ticker tapes and banners across movie posters, the new identity has been rolled out to advertisements, posters, a cinema trailer and magazine.
"The logo itself is a redraw based on the typeface Information Extra Bold Wide, designed in the late 50s by Friedrich K," explains Nick Greenbank, a designer at Studio Moross. "Sallwey and does not exist digitally. The type was chosen for the interesting character details and its weight and width and whilst researching the typeface we also found that it had been used in a small number of movies for opening title sequences."
The first film to receive MASSIVE support was Idris Elba’s directorial debut Yardie, where existing nationwide preview screenings were promoted, reaching 2.5 million young people. For this, Studio Moross created a range of co-branded campaign materials, including a set of three character posters. The previews featured a special performance from London-born grime artist Kojo Funds and a Q&A with the director, Idris Elba.
The next film to be supported by MASSIVE will be Steve McQueen’s Widows, with Don’t Miss screenings in London and Manchester on Thursday 13 December. For more information about MASSIVE, visit massive-cinema.com or @massivecinema on Instagram.