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Toronto Film Studios.

Toronto Film Studios was facing a sharp industry downturn. A rising Canadian dollar, along with a push for the movie industry to stay in California, was eroding the number of productions using the facility. To combat this, Toronto Film Studios asked for a new identity that would cut through.

View the work.

Because the new brand was specifically targeting the film industry, we knew it had to be visually arresting. We took the word “film,” disassembled it, and built the new logo around it in a way that demands to be read.

The simple arrangement in full-on red suggests the frames of old-school film, a studio lot, and the centrality of a crossroad. And to launch the identity, we developed an advertising campaign featuring a distinctly unapologetic Canadian attitude.