The new identity for the San Francisco International Film Festival (SFIFF) features a stunning, hypnotic design centered on a graphic eye, surrounded by flares and projection rays. It was created by newly launched San Francisco-based creative shop Musebrands, which looked to an iconic title designer for its inspiration.
"The work is an homage to the simple and pure design of master Saul Bass, who himself designed the poster for the festival back in the sixties," explained CCO/Co-Founder Patricia Ebner, who opened the shop with VP-Partnerships/Co-Founder Lo Braz (who also happens to be the better half of Pereira & O'Dell CCO PJ Pereira). It's meant to "show cinema as a timeless form of expression, beyond any media."
"Now movies are mostly shown as a digital form, so symbols such as film stripes seem so far and irrelevant," she added. "But the magic of people gathering into a dark room for a couple of hours of pure enchantment still remains untouched. So the iris represents the thrill and emotions audiences get exposed to. It also represents the vision of the film makers, the creative minds behind amazing movies. Last but not least, the radial rays from the iris convey the universal reach of this art form, sharing cultures and stories with no boundaries."
The 58th San Francisco International Film Festival is taking place in various locations throughout San Francisco until May 7.