The Re-Branding of IMAX

The Original Imax Logo

The Original IMAX Logo

Imax Logo

Re-Branded IMAX Logo

IMAX was created by a small group of Canadian experimental filmmakers who came together to produce a multi-screen film installation at EXPO ‘67 in Montreal. It was part of a competition to create the first genuinely large-screen film experience. The filmmakers did it by syncing nine projectors together, as a huge technological challenge. And as they pulled it off, the ambitious team started the company in 1970 when they finally invented their epic camera, projector and domed screen system, which premiered at the Fuji Pavilion at EXPO '70 in Osaka, Japan. The first installation of IMAX was made in 1971, at Ontario Place's Cinesphere in Toronto, Canada. But then, in 1994, IMAX went public around the globe, including Hollywood.

When I thought about creating a new IMAX logotype, I had a hunch about making a guide for newcomers by using shapes as symbols of the features in an IMAX cinema. For example, its projector creates images that are all “crystal-clear” on the screen. And by the word, crystal-clear, I thought about a shiny diamond glowing in the dark. Every shape located around the letters symbolizes the experience of what the audience is about to enjoy.

Imax Logo (Guideline Features)

I used a typeface called, ZELDA, to help the logo being in the emotion of excitement to its viewers and to educate them about what the company is all about. I designed the logo to be in different versions, including one in full color and the other fully transparent with a “neon-like” stroke, which is the outlines of the logo itself. There are two stroke versions with a different feature. The rectangle in the stroke version can be in a “3D-look” or even 2D because IMAX can display its film in 3D and 2D as well. But, when it is in an advertisement, they will have one of the most popular typefaces called, FUTURA. I thought about that as their primary typeface because of the term ‘future’ and how it represents the expandable success of the company.

New Imax Branding

For 50 years, it has been for this experience to evolve entertainment. All of the creative technology the company has designed made an incredible surprise to the world. Even though that IMAX did not change for a long time, I decided that I would recreate their branding, including the logo itself. I like the original logo, but I also find it a little... boring. I didn't find it very interesting when I first visited one of the theaters. And, since I have been going to IMAX theaters for a long time now, I began wanting to create a "pamphlet" about IMAX for those who may not know what it is (but who doesn't know what IMAX is nowadays?). Then, I thought about re-branding the logo to better represent how it created the "future" of cinema going. Although I wanted to re-brand the corporation, I would never want to change the way they design cameras, projectors, images, speakers, and screens because, for 50 years, IMAX has let us enjoy the ultimate movie experience.

Happy anniversary, IMAX! This re-branding idea is for you.

Imax Logo

More Projects

Art Without BoundariesGraphic Arts & Design

LA2028 LogoGraphic Arts & Design

The Re-Branding of IMAXGraphic Arts & Design

The artwork shown on this page is just a sample of my work. To see more, please visit... 

Contact E-Mail: robbie [at] ierubino [dot] com