Back in July this year Framestore employees were asked to put forward ideas for an ident for Framestore's new logo. The designer, Javier Mariscal, saw the letters as characters and I decided to try and make the letters' different personalities apparent in the way they move.
Framestore Ident Montage from Brendan Body on Vimeo.
I then created and put forward the following ideas and the first one here, Lemmings, was selected as the winner. I decided to try and make it stand out by having the letters die in the process of forming the logo. I was really surprised when they liked it.
Framestore 'Lemming' Ident from Brendan Body on Vimeo.
This next one is on a similar theme
Framestore 'roller' Ident from Brendan Body on Vimeo.
I also decided to do some more generic versions which ended up looking very similar to Framestore's final one. Since the bottom of the letters aren't aligned, I decided to change their size and then use perspective to create the illusion they are at different heights while still have them sit on the ground. I then applied a moving camera that arrives at the only position the logo can be read from. At the same time the letters make their way into their positions.
Framestore 'Perspective' Ident from Brendan Body on Vimeo.
A shorter, simpler version of the above idea -
Framestore 'Perspective (Short)' Ident from Brendan Body on Vimeo.
However, soon after 'Lemmings' was chosen as the design for Framestore's new ident, it was decided that perhaps mass suicide wasn't a suitable theme with which to represent the company. We tried a few variations on it but sadly eventually the idea was abandoned in favour of something much simpler. Then, as my workload for The Tale of Despereaux increased, I had to hand over the project to my good friend, and animator extraordinaire, Craig Bardsley to finish. Although I was disappointed not to finish the project, it was good fun creating the ideas, and Craig has done a great job with the final version.
