We worked with Selective Cinema to craft a simple and usable brand identity with a modular logo that can adapt and reshape to frame any content.

The symbol for the Selective Cinema brand consists of mirrored shapes that create a dimensional frame. The frame is both literal and symbolic. The aspect ratio of the interior of the frame is 16:9; indicative of standard television aspect ratio. The mirrored shapes also abstractly represent the hands of a director framing a specific shot. We leaned into this direction as we explored the expression for the brand as well.

Cinema is diverse. Selective Cinema prides itself on capturing those moments. We developed the brand expression we call "logo framing" to emphasize these moments.

The logo can be expanded multi-directionally to create any aspect ratio frame. This idea is essential to the brand narrative that every moment tells a story and Selective Cinema is here to make sure those stories are told from the best perspective and in the right frame.

We deployed a secondary brand expression for Selective Cinema with the practical purpose of having copy-driven collateral that utilizes multiple images. This expression comes into play when SC wants to show range and diversity in static brand content.