MPC rebrands back to the Moving Picture Company

MPC is emphasizing its full name as the Moving Picture Company once again as it leans on its film industry heritage as part of a global rebrand.

The company, known for its VFX and post-production work on countless commercials as well as feature films such as the "Jungle Book," and "Life of Pi," today unveils a new logo, created internally, in which its three initials appear in different positions with a square. This logo will appear either as a standalone design or with the Moving Picture Company wordmark.  Designers, led by Manuel Sepulveda, aimed to "execute a moving, fluid branding, one that would look as dynamic on screen as on the printed page."

The new look will be rolled out across its digital channels directed at MPC's advertising clientele, and at its studios in London, Paris (Mikros-MPC), Amsterdam, New York, Los Angeles, Shanghai and Bangalore.

MPC CEO Mark Benson described the logo in a statement "as an improved, more honest reflection of the position we occupy in the marketplace today, but with a deliberate nod to our past."

Lauren Pollare, Global Head of Marketing at MPC, who led the rebranding effort, explains further: “Our industry is rapidly evolving, both in terms of the kinds of work we do and the types of clients we’re partnering with. MPC is now working directly with brands, creating original content, working with location-based entertainment venues and collaborating with experiential agencies. We felt this was a great opportunity to redefine a company with a solid reputation, impressive credentials and a truly unique legacy, and position it with a clear, strong identity for a new generation of clients.”