180LA Rebrands the Academy of Motion Picture Arts & Sciences

The Spotlight Moves from the Oscar to the Academy For New Identity

Published On
Dec 19, 2013

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The Academy of motion Pictures Arts and Sciences has undergone its first-ever rebranding, courtesy of 180 Los Angeles. Unveiled Wednesday, the new identity and design system wanted to put as much focus on the "Academy" itself -- the diverse group of talents that make it what it is -- as the Oscars that it awards. The new logo effectively moves the spotlight from behind the Oscar statuette to above it, making the "A" of the Academy part of the Oscars. "This design gives the Academy a presence in its own logo for the first time and underscores our efforts to support creative arts and sciences year-round," chief marketing officer of the Academy, Christina Kounelias, said in a statement.