23. June 2015

From event to brand!

The new appearance of the LET’S CEE Film Festival and what’s behind:

One need only read, see and wonder: Only a few days ago the LET’S CEE Film Festival launched its new presence with a thoroughly reworked optic. We are not talking about marginal corrections of imperfections, and then again not talking about a total palace revolution in terms of design either – this was not yet required. Instead, we are speaking of a throughout consistent and hence reasonable redesign.

Central to this stringently thought through appearance is our logo, which strikes us as remarkably modern yet modest. A fact which allows us to use it in a versatile manner without seeming too arbitrary.

The distinctive double arrow, not only complementing the lettering as a signet from now on, but also convincing even on its own, fulfils different functions. It points to the name LET’S CEE in the manner of an exclamation mark in the beginning, as well as to the east, where our films come from. And it stands for the famous fast forward button on old VCRs and similar players in general. Bottom line: In doing so, the double arrow perfectly visualises the still central and optimally proven claim of the festival: "Look East for Great Films".

But not only our claim stayed the same: besides the brand name and our slogans we also kept our characteristic choice of colours. Which means the intense orange will serve further as our main colour with signal effect, and that we are, moreover, really fond of black and white, will be obvious as well.

The designation 'Film Festival' will, by the by, slightly fade into the background, as LET’S CEE shall develop from the name of an annually recurring event into a kind of umbrella brand in the matter of promotion of Central and Eastern European filmmaking. A trademark that comprises all of our already rather comprehensive activities. The Film Funding & Financing Forum, LET’S CEE 4F, belongs to these activities just like the series LET’S CEE On The Road or our known super tanker LET’S CEE Film Festival.

Business cards and stationery, website and Facebook appearance, flyers and posters, T-shirts, bags and promotional gifts – our entire corporate design will be changed during the course of the next weeks. 

During the advertising campaign for every new issue and our current film festival, it will of course also fade into the background, since we will be deliberately placing the biggest attention on the respective theme or motive of the year. This is just a way of keeping it exciting and fresh – because: who really is a fan of boredom?

The concept and implementation of our redesign was developed by the agency Heartworkers from St. Pölten, who have always been by our side since day one of the founding of our festival and during our ongoing growth course. The mastermind Alexandra Kollwig therefore rates among the real veterans of LET’S CEE today.

Our gratitude is owed to her and her equally professional and pleasant team for the redesign of our corporate identity. They did a phenomenal job. And yes to those of you who would like to have a look at Heartworkers’ other projects and ideas and what they are up to in general, if they are not applying themselves with much verve for a good purpose – one simple like on Facebook is enough to stay up-to-date.