Thursday, 26 April 2012

Sky Movies Rebrand logos

In 2007 Sky unveiled a rebranded Sky movies to their customers where the numbered Sky Movies channels had been changed to a certain genre. The concept was to use the image of a flickering cinema projector and turn it into a massed lighting rig which would then represent each genre of each channel.

'Starting with a long period of research and development, lead artist Rob Petrie took Dunning Eley Jones' designs and created a distinct 3D look with director Matt Penney. Following on from that it was matter of organising the next five months to deliver this creatively challenging and rewarding project.
In order to achieve the desired look, certain brave technical decisions needed to be made. The Mill chose to use volumetric lights to create the projector beams so that they would interact correctly and offer a very specific clarity of line. In doing so we moved into the unknown realms of using up to 1600 volumetric lights - a massive and unusual undertaking.  As optimised rendering times hit 24 hours per second of animation, the Mill's state of the art rendering capacities were pushed to the limit to successfully create the individualistic look for these bold new idents.' 

Here are the examples of each different logos

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