The Golden Ratio was utilized in the development of Define Film’s new identity for many reasons. Firstly, the “perfect” proportions behind its construction are representative of Define Films’ attention to detail, organization, and cleanliness. Secondly, the geometric-based mark created is simple, clear, and defined, resulting in a versatile and highly scalable mark. The resulting mark accurately and effectively conveys the brand values: professional, bold, versatile, high-quality, and iconic with further meaning found in it‘s intelligent, meticulous construction.
Additionally the logotype, modified from “Freight Sans Black”, is a sleek, strong, geometric typeface, chosen to compliment the mark. It is legible, corporate, and established. It is paired with Avenir Light and Minion Pro.