IMAX | Dart Weather

Experience it all in IMAX

Visual Identity
Brand Extension

D&AD Brief
IMAX
2024

A Yellow Pencil-winning project focused on developing distinctive identities and visual languages for IMAX’s four lesser-known products.

About

IMAX delivers a movie experience like no other. Beyond Hollywood blockbusters, IMAX offers four distinct experiences: IMAX 70mm Projection, IMAX Documentaries, IMAX Enhanced, and IMAX Live. Although these offerings have been around for a long time, many audiences remain unaware of them.

IMAX had issued an open brief to develop a brand design system that distinguishes these unique products and experiences under the IMAX umbrella.

Insight

We created 4 new identities, The underlying concept for which was to infuse the graphical representation of it’s function with its typography.

While the newly created identities are visually similar to each other, they have each been given their own essence. This makes the system more expandable as there are lesser restrictions when creating new identities for future products that IMAX may introduce.

IMAX 70mm

IMAX 70mm is a high-resolution film format known for its massive frame size and stunning visual clarity, offering an immersive, larger-than-life movie experience. It uses 70mm film stock, capturing more detail and providing a brighter, sharper image compared to standard formats.

IMAX Documentaries

IMAX documentaries are non-fiction films designed specifically for IMAX theaters, shot on IMAX cameras, utilizing the brand’s large-format screens and high-resolution technology to create an immersive and visually stunning experience.

IMAX Enhanced

IMAX Enhanced is a certification program that combines IMAX’s visual and audio technologies with home entertainment products for a more immersive experience. It delivers optimized 4K HDR visuals and DTS:X audio, replicating the cinematic quality of IMAX theaters at home.

IMAX Live

IMAX Live is a live event experience broadcast in real-time to IMAX theaters, combining the brand’s massive screens and immersive sound with the excitement of live performances, sports, or special events. It offers audiences a front-row seat to global events with unmatched clarity and scale.