Challenge – Filmstaden and Söderhavet have had a close collaboration since 2013. In 2016, Sweden’s largest Cinema chain Filmstaden, formerly known as SF Bio, was bought by the Nordic Cinema Group (NCG). NCG is a part of AMC Theaters European subsidiary, which in turn is owned by the Chinese company Dalian Wanda. As a result of this acquisition, and consequent the loss of the copyright to the name ‘SF Bio’, the organization had to change its name and logotype. Thorough research and analysis led to the decision that the brand name ‘Filmstaden’ was to be used going forward. One of the many advantages with adopting this name lies in the fact that the name was already established among a number of local cinemas theatres throughout Sweden.
The creative brief that was given to Söderhavet for the new logotype established a clear framework to operate within, including certain design constraints, the logotype had to include an ‘F’ within a ring, and the color red had also to be used. The objective was to allow the logotype to build on the heritage and awareness of SF Bio, as the much loved and well-recognized brand that it is in Sweden.
The name SF Bio has been the same since its launch in the early 1900s and the actual logotype has been only slightly adjusted over the years. Therefore, there is clearly an in-built challenge in altering such a well-known and popular brand name, as it has been a part of all Swedes cinema experiences since childhood.
Söderhavet was already assigned to the task of updating the overall brand identity, an identity that would convey ‘big emotions’. Therefore, the new name and logo was naturally to be aligned with the overall identity system and brand expression. An experience designed to evoke ‘big emotions’ demands a lot from the identity of those delivering that experience. A lot of thought, craft and ingenuity is required. Independent of communication channels, components such an identity has to be scalable and flexible.
Approach – Our objective was to create a coherent and long-lasting brand experience, effective at all touchpoints. Given today’s communications context, a brand identity needs to include a high degree of flexibility and scalability. It must also consist of several strong identity components working both together and separately; a logotype or wordmark can no longer be the single vessel of the brand. These insights, combined with the aim of drawing on the heritage of the SF Bio brand, became the platform and guiding star in the creative process.
Solution – The new Filmstaden brand identity has a flexible approach to its different components, meaning that these components are sufficiently strong to act independently as vessels of the brand identity, independent of each other. The core components include a custom-made typeface, a colour system, an illustration style, iconography, animation/curtain, tone of motion and interaction and a logotype.
Typeface: Filmstaden Sans
Weight: Medium, Bold & Heavy