AMC Corporate Brand Refresh

We began by exploring design options built around 3D blends of the AMC logo, typography, and stair step style backgrounds to reflect the series and films being elevated by the brand system. Bold jewel tones were reflected across different surfaces to enhance the luxe, textural feel of the background.

Once we landed on a design direction, we developed a system of geometry for the logo to be spliced and reassembled across the brand system as well as usage for both the logo and typography. The style guide covers rules around text usage depending on the content’s placement.

Additionally, we built out the color palette for the network around our client’s needs for conveying emotion through the system’s infrastructure: iconic, prestige, timeless, triumphant and vivid. The result is a brand system that reflects the mood and genre through a specific color, enhancing the audience’s ability to identify and connect with the content they’re consuming.

Our partners at AMC gave us the go-ahead from here to build the brand system out, creating open graphics with motion and static branding for out-of-home opportunities including newsletters, elevators and invites. The digital components we designed were expansive and included many placement options across social media and the web to maintain a consistent look and feel for the network no matter where their content was viewed.

Building a strong brand is one of the pillars of BGSTR’s design capabilities and one of our team’s favorite types of projects to work on. Doing it with a partner like AMC who has a strong brand and a clear vision makes it even that much more of a thrill when the end result is as premium as it is functional.