The Rebranding Concept of IMAX

The Original IMAX Logo

The Original IMAX Logo

IMAX Logo Rebrand

IMAX Logo Rebrand Concept

IMAX, or Image MAXimum, was created by a small group of Canadian experimental filmmakers who came together to produce a multi-screen film installation at EXPO ‘67 in Montreal, Canada. This effort was part of a competition to create the first genuinely large-screen film experience. The filmmakers created this technological challenge by synchronizing nine projectors together. And, as they successfully pulled it off, the ambitious team started the company, IMAX, in 1970. They also invented their epic camera, projector and domed screen system, which premiered at the Fuji Pavilion at EXPO '70 in Osaka, Japan. The first public installation of IMAX was in 1971, at Ontario Place's Cinesphere in Toronto, Canada. In 1994, IMAX went global, including growing use in Hollywood.

When I thought about designing a new IMAX logotype, I wanted to incorporate the unique elements that represent the features of an IMAX cinema. Every shape located around the letters symbolizes the experience of what the audience enjoys. For example, an IMAX projector creates images that are “crystal-clear” on the screen. When hearing those words, I think about a shiny diamond shining in the dark. Each of these elements would be highlighted beautifully introducing the technology before the start of each film.

IMAX Shapes
IMAX Logo Guideline Features
IMAX Logo Branding Gudie

I used a typeface called, ZELDA, to generate excitement in its viewers and to also educate them about the company. I designed different versions of the logo for use in various environments. One is in full color, and the other is fully transparent with a “neon-like” stroke, which is simply the outline of the logo. There are also two-stroke versions to represent the different visual formats of IMAX, both 3D and 2D. But, when it is in an advertisement, the written messages will be in one of the most popular typefaces called FUTURA. I thought about it as the primary typeface because of the term ‘future’ and how it represents the expandable success of the company.

For 50 years, IMAX has been key in evolving the entertainment industry. All of the creative technology the company has designed has enhanced the audience's enjoyment. While IMAX has not changed their branding for a long time, I wanted to recreate its image, including the logo. I like the original logo, but I also find it a little... boring. Since I have been going to IMAX theaters for a long time now, I began wanting to create a "pamphlet" about IMAX for those who may want to know more. But, who doesn't understand what IMAX is nowadays? Then, I thought about rebranding the logo to better represent how it created the "future" of a cinematic experience. Although I may want to re-brand the corporation, I would never want to change the way they design cameras, projectors, images, speakers, and screens.

For 50 years, IMAX has let us enjoy the ultimate movie experience.

Happy anniversary, IMAX! This rebranding idea is for you.

IMAX Logo

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Contact Email: robbie [at] ierubino [dot] com