Despite IMAX pushing technology and evolving into a cutting edge entertainment brand, people’s perception of the brand as just a big screen that plays documentaries hasn’t really changed. With competitors trying to own the category they invented, IMAX struggled to define themselves and lacked any coherent brand identity. To achieve this, we created a brand film that would run before every move shown and IMAX and a brand identity system.
First up is ”Infinite Worlds”, a cinematic journey through different worlds, immersing audience members in an experience reminiscent of the movies and genres they've come to know and love seeing in IMAX. The piece was designed and written to take full advantage of the greatest theater and sound system in the world, so while we’re proud to share it with you here on whatever tiny screen you’re viewing it on, we really hope you see it in an IMAX theater.
IMAX needed a brand design system that could do a lot. It had to work across 79 countries, in 39 languages, and on everything from IMAX sized screens and OOH to social. But the solution was just as elegant as it was simple. A blue frame.Everything within it; the standard movie-going experience. Everything outside; the IMAX difference. With the IMAX logo purposefully breaking through the frame. The universal brand system helped define the tagline films to the fullest.