We have created a new ident for MUBI. The new 2021 iteration was inspired by the fascinating story of Henri-George Clouzot’s L’ Enfer (The Inferno, 1964), a film that was never finished and was later released as a documentary. L’Enfer was influenced by the art of the time during the sixties, which included optical artists Victor Vasarely and Jean-Pierre Yvaral who were known for using shapes, colours and patterns to create images that look as if they are moving or blurring.
We loved the idea of making an atmospheric journey that gives a sense of travelling through time, from the beginnings of film in black and white, evolving into glorious colour, from complexity to clarity that ends on MUBI’s identity. The colour palette was also very much inspired by Wong Kar-wai’s films - deep, rich, evocative and very beautiful.
Experimenting with an inventive blend of digital animation, projections and high-end digital cinema cameras, we transported the historic inspiration into the now and created an evocative visual love letter to cinema that speaks of film just as much as it speaks of MUBI.
Scope of work:
Sound design by Yuri Suzuki, Pentagram