Filmax premieres its new visual identity at the San Sebastián Film Festival

The new identity has been developed by the consulting firm Summa Branding. As for its new animation, Filmax is committed to the figure of the tightrope walker as a metaphor for the brave, and the Diestro animation studio has been in charge of bringing this character to life.

Filmax will premiere this Friday, September 21, its new logo and animation at the 66th edition of the San Sebastian Film Festival, a brand new visual identity that is part of a process of renewal of the brand strategy.

Taking advantage of the premiere of The least thought of love At the opening of the festival, a film directed by Juan Vera and starring Ricardo Darín and Mercedes Morán, the film company will make public its change of identity. This is based on the concept of Dreaming is for brave people and aims to reflect the trajectory of a company that decided to bet on cinema in Spain when no one else did.

To capture this speech, devised by the consultant Summa Branding, the calligraphic style so characteristic of the brand has been maintained, but a graphological study has been carried out to bring Filmax's personality traits to the logo. A logo that is now expressed in black and white, the basic colors of cinema, and also in silver due to the ability of this color to emit light, another of the bases of the medium.

Regarding its new animation, the film production and distribution company bet on the figure of the tightrope walker as a metaphor for the brave, and has been the animation studio Right handed the person in charge of giving life to this character. In the video you can see the tightrope walker walking on a wire between two buildings, a journey that represents the bravery of the protagonists of the world of cinema, people who in their daily lives do not stop overcoming barriers, enjoying not only the result but also the path. .

The music of the piece is by Lucas Vidal, Spanish composer of great prestige in the world of cinema who has recorded more than 100 sessions with orchestra in Abbey Road, Los Angeles or Spain and who has the Goya Award for Best Original Song for Palmeras en la Nieve and the Goya Award for the Best Original Music for Nobody wants the night. He has also obtained great recognition for the music in the trailers of The Hunger Games o Lucy, among others.

It is a modernized and improved version of the already well-known Filmax melody, which has wanted to preserve in this way the essence and values ​​that the company has built to date. “We believe that the film industry is for brave people. From the first filmmakers who crossed the continents to reach Hollywood until today, when making films is more difficult than ever,” says Laura Fernández, associate general director and producer.

With this new strategy and graphic treatment, Filmax updates its identity and strengthens its position as a reference brand in the world of art and audiovisual entertainment, where it has accumulated more than 60 years of experience. Furthermore, through the iconic figure of the tightrope walker, he wants to pay tribute to all those involved in the world of cinema.

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