With their strong emphasis on ‘talent first’, we challenged SF to create a design language that allowed messaging - such as names or titles - to uptake exactly that position in the hierarchy as they claim.

Our concept, ‘Solab Films reflects talents’, became the foundation for a typographic system that is active in the logo, but also infiltrates their whole system of writing. This clear visual voice allows for messaging to be the main part of their hierarchy, as well as to completely substitute the effect of the logo.

Allowing the type to appear mirrored, can cause for a disaster, as it’s easily a visual gesture that could be too much. We defined that the typographic mirroring only occurs when either 1) the sentence/words are short, 2) they can be animated, and/or 3) the message doesn’t have to be read immediate.

With black and white being their core colors, we have defined a color system based on HSB where colors can be used in context to content. In the system saturation and brightness are constants, while hue refers to the content. The color library both feels infinite, but also strictly limited.

Using the simplicity, the system works both animated and static, and the slightly janky expression creates an interesting contrast to the clean images SF has in its film bank.