Complete title:

IMFilm. Cinema Beyond the Industry: Contemporary Minoritized Italian Film Culture





Università degli Studi di Modena e Reggio Emilia

Project by:

Next Generation EU of Università di Modena e Reggio Emilia, MUR and Italia Domani

Art direction:

Graphic design:

Marco Crivellaro, Laura Bortoloni

Sound design:

Camilla Ferrari

The project

IMFilm, Cinema Beyond the Industry: Contemporary Minoritized Italian Film Culture, is a Next Generation EU project by the University of Modena and Reggio Emilia, the Ministry of Universities and Research (MUR), and Italia Domani. This project investigates gender inequalities within the film industry. Its goal is to analyze the industry’s capacity for inclusion, aiming to structure and propose concrete policy reforms to address, and to reverse entrenched inequalities.

Three alternatives of IMFilm's logo on different color combinations

Historical inspiration: multiplicity

IMFilm’s design looks to the past, drawing inspiration from the work of Eadweard Muybridge, an artist and pioneer of motion photography. The brand’s design incorporates the concepts of multiplicity and repetition, in line with the idea of film as a sequence of images.

The repetition of the glyph “M” also visually represents the reality of the Italian film industry, which includes a wide range of minority groups often relegated to the margins. Therefore, the various “M”s become a symbol of this multitude of minorities, defining the central visual characteristic of the brand’s design.

Ticket of a possibile IMFilm's festival

Historical inspiration: data visualization

Another significant visual reference from the past is the work of Otto Neurath and Gerd Arntz, known for their iconic data visualizations. A single visual element can potentially convey information. The repetition of a visual module in multiples allows for the communication of specific and measurable data. For this reason, the brand was designed to function as a data visualization tool. All the individual elements of the logo can be replicated to create new infographics in various ways. The design of IMFilm’s logo is modular and dynamic, allowing for potentially infinite variations.

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