Woche der Kritik, Berlin (Filmfestival)
Woche der Kritik (Berlin Critics’ Week) is a Berlin low budget film festival for film intellectuals. Problem: to create a brand recognition in spite of the most diverse images. Solution: The physical principle of film projection (light refraction and scaling) generates new Images and illustrates unseen contexts. This enables Variety and strong Recognition Value at the same time. Responsive Visualsystem, Typeface U8 of the Berlin subway signage and Logo in four Aggregate States.
The act of projecting a movie has here been adroitly transposed into a striking key visual that can be played back in numerous ways, thus making it highly distinctive.