Since 2013, we have been working closely together with the cinema chain SF Bio in creating a scalable, flexible and cross platform brand identity.
At the beginning of our collaboration, the existing brand identity was not created to cater for the rapidly growing number of digital touchpoints. Furthermore, it lacked clear guidelines for its application. This led to a vague brand signature and in some cases, to an incoherent brand expression.
Therefore, we decided to simplify and reduce the number of SF Bio’s visual building blocks, while at the same time strengthening the overall identity. In order to achieve this, a new bespoke typeface would take a prominent position. The brand experience of SF Bio is intended to deliver on ‘big emotions’, among other attributes, which demands a great deal from a typeface. The objective was also to create a communicative typeface that both touched the audience, and strengthened brand recognition. Having to appeal to a broad target audience, while at the same time providing a clear, unique character and distinctive brand signature presented an exciting challenge.