It was the only thing I liked about last year's "Sherlock Holmes."
You go in to a movie, sit down, and know that the studio logos have to come before the movie. Representation and such, studios have to let you know that the following item is their product. And you know these icons and their tunes — Columbia Lady, WB Shield, Disney Castle — so much that they really do start to signify what kind of film you're getting into. Like remember seeing all the "Indiana Jones" film for the first time, and noticing the clever transitions from Paramount's mountain to something in the film? Sweet, wasn't it?
There are small, weird cults upon legions of logo loons on YouTube with playlists and mashups dedicated to their favorite mastheads. Branding is a thing. You wear your polo player below that collar, and Warner wants you to know what they own. Hold on, my point's coming.
But, don't you just love it when a studio alters their logo to better fit the mood of a movie? Seriously!
In the last fifteen years, since the re-advent of titles and special graphic design, thanks to guys like Kyle Cooper, filmmakers aren't afraid to try something a little special to set the mood for their films. So, these films go a little bit further, and alter logos. And, it's like the studio is actually supportive of the film, and they want to help maintain the illusion by adding to the film's vibes. They want to help set the mood, and be a part.
And that to me, is just so cool. Silly, hyper-specific, nerdy and weird. But cool.
So with that, allow me to show you some cool logo variations. Some of my favorites, if you'll allow it. And I hope you can share some after this. Now I'm gonna stick with Warner Bros. logos, because:
1. They were a bit easier to find...
2. It helps to have a common thread for comparison and understanding differentiation.
3. I prolly like their shield the best (Michigan colors, Looney Tunes mileage maybe).
So, to start, here's the standard fare. From "Gremlins":
Warner used that logo and theme music for years. A shield, with slight changes to fit the times. Nice enough. It's bold and makes you think of their legacy. But...
Let's get stylish with "Watchmen." Granted, I kinda hate the movie. But the logos — stark, simple high contrast designs — allude to the pulpy material that would follow:
Kinda nice. It's frank and cuts to the chase. Appropriate, given that it's a five hour film (in some cases). But it's as simple as color changes, that help set a tone.
Then, of course, there's the gifted styles of Steven Soderbergh. Sure, the guy has oodles of cultural competency in his aesthetics, but note the differences between each WB logo for all three of his "Ocean's" films. It's like they grow significantly more obnoxious, just like each respective film:
All great, but total signifiers for each film. First one's cool and assure. Second's one's showy. Third one's a bit ridiculous.
Now, this one, "Speed Racer" is interesting. By its self, the logo's actually quite gorgeous. A clean, carousel of color for a kaleidoscopic car movie. Kinda wondrous and child-like. Totally fits the look of the film. Too bad the film itself was unrelentingly garish and corny. "Speed Racer" the movie sucked. Not the logo though:
I mean, imagine if "Willy Wonka" had something like that?
Also, check out the change in tone, and WB's total willingness to dirty up their logo for the "Harry Potter" franchise:
And if I can have my favorite — and I do — it's the second film's WB logo. Like a fully realized, living breathing mock-up of the normal logo. Totally epic and purdy.
Again, I know it's just logos, but come on. Who hasn't thought: "Hey! That's pretty neat-o!" Alright, we don't say say "neat-o," but you get my point. Branding can be clever and creative. Not just there, obligated to nothing but the brand.
With that, I say two things:
1. Got any cool logo variants you can think of or find? It's ok, you're safe from Ogre screaming "NERDS!" here. Put everything in the comments please.
2. Here's what I was talking about!:
-B
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