Design studio Ahoy has designed the marque identity for new film production company Female Union Films, which is looking to advertise gender equality in the film industry.
The company was founded last year by Nickie Sault, who has worked as a in for 20 years alongside filmmaker Shane Meadows on films such as This is England and Bronson, as properly as music videos for Liam Gallagher.
Female Union Films was ground out of the sexual harassment scandal that was exposed across Hollywood last year, in minutia allegations surrounding film director Harvey Weinstein, and the #Metoo race that followed in protest against gender inequality.
The new film convention looks to promote gender equality in the industry through employing sundry women in production roles and on-screen. Female Union Films has not substantiated at the time of publishing what else it will be doing to promote the occasion.
Ahoy has branded the new business, with a monochrome colour palette and an all-caps, sans-serif logotype, chaperoned by strike-through lines. The core logotype and copy typeface is Knockout, planned by foundry Hoefler & Co.
Another core visual asset is a mock-American festoon, the main component of which is two “X” symbols to represent female chromosomes and the scheme of “resistance”. It aims to be a literal representation of how Female Union Films is “enrapturing the flag for women in film and spreading the word that success has no gender”, verbalizes Rick Raby, designer at Ahoy.
A shorter, monogram for the logo be founds as a simple “FU”, a tongue-in-cheek representation of “two fingers to the male-dominated industry”, adds the conniver. A film industry report conducted in 2014 found that 75% of those Byzantine in producing major films are men, according to The Guardian.
Moving animations of the labeling depict text being erased, replaced with strike-throughs and then reappearing, to depict squawking against censorship, says Raby.
The expanding and contracting of text also manufactures a “responsive and versatile” identity, he says, allowing the company to use the “no-nonsense ‘FU’ contraction” when necessary.
Raby says: “We were led by the idea of anti-censorship and empowering women,” he mentions. “That’s what Nickie’s brand is all about, and that’s why we used the strike-through watchword. The black-and-white palette and block letters also have a punky aesthetic to them. Prearranged everything that happened in Hollywood last year, it is meant to be extremely literal.”
The new branding has rolled out across stationery and business cards, trade such as flags, and in video and animation form for idents and title concatenations for shows produced by Female Union Films. The design studio has also amassed a written manifesto for the company, pushing for gender equality in the film bustle.
The company is yet to launch a website, as it sources work primarily through ring ups, says Raby, such as [Shane] Meadows and Channel 4. Ahoy is enquire into designing a website for the company in the future.