Miles Films: 25 Years of Journey
November 9, 2020
Redesigning A New Identity
Iridescent applied and printed with foil creating a holographic accent and producing multicoloured luminosity.
In order to celebrate 25 years journey of Miles Films, LeBoYe was given the opportunity to develop a new identity through logo design reconstruction. We aim to capture Miles’ spirit of discovery through the power of cinematic storytelling, marking the values of our nature and cultural diversity from Sabang to Merauke. To create followed by set of characteristics based on these principles and among those are grounded, urban, bold, established and modern.
Our goal is to design a logo that is simpler, bolder and more distinctive. After further discussion with Miles team, we agreed on not wanting to alter much from the previous identity to feel more grounded and display a sense of familiarity but also give an established impression and yet still fresh. Our approach was to develop a concept based on these traits, for instance, giving a simple and bolder gesture by highlighting the letter “L”. The letter trace the spirit of Miles’ footsteps into a form of a door that can open the eyes of their audience to wide range of stories. The sight of ‘L’ symbolically resembles a baton as a way to reflect Miles’ contribution and aspiration to elevate Indonesian cinema by providing opportunities and learning experience for the next generation.
For its application, the two colour combinations, first one being bold black signifies strength and power, balanced by iridescent colour inspired by one of their iconic work, Laskar Pelangi, portraying the dynamism perspective of motion picture like the glimpse of the iridescent colour itself. As a manifestation of colours and light, presenting luminous dimensions as well as a variety of meanings and interpretations depending on how and which angle we choose to see it.
Finally, the secondary elements features a subtle component of line treads to mark the trail of Miles’ journey exploring the diversity in our culture and nature, apparent in stationeries, fanfare motion, web & social media.
Motion starts with a sight of moving steps, these line traces marked the letter ‘L’ into silhoutte of a door, displaying a symbolic gesture of opening audiences eyes to wide range of stories.
Here are some of our logo explorations with different types of approach that we developed based on three concepts.
The logo is designed to represent the archipelago of Indonesia from Sabang to Merauke. The imperfection of the logo depicted the desire to keep exploring and collecting missing pieces, because their overall cinematic productions that reflects Indonesian nature and cultural diversity. Mozaic square deconstructs the pixelised image represents the digital screen experience which is a literal characteristics of the film company.
We also came up with other ways to develop this concept by adding a subtle accent and a depth of dimension, giving a solid, bold and yet still feels dynamic. This approach displays a different perspective, as it represent dynamics of the diversity of Indonesian people interacting, uniting and always on the move to give meaning to every Miles journey.
The logo took an inspiration from Miles’ cinematic journey, taking the point of view of iconic characters from their filmography. These characters were playfully highlighted as a supplementary component. This approach represents a mark, stepping forward walking together for common purpose to seek for new perspectives and adventures, giving values for Indonesian cinematic journey.
Inspired by the instrument, angklung, the logo aims to capture a sense of harmony through adding a dynamic accent, resembling the vibrating motion of Angklung being played. This concept reflect an amplifying energy, echoing an integrated spirit of unity in diversity of Indonesia through cinema.
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