IMFILM

IMFilm is a Next Generation EU project led by the University of Modena and Reggio Emilia, in collaboration with the Ministry of Universities and Research (MUR) and Italia Domani, addressing gender inequalities in the film industry.

Its purpose is measuring the film industry’s capacity for inclusion, and therefore proposing policy reforms to reverse ingrained inequalities.

The brand design takes inspiration from moving image pioneer Eadweard Muybridge’s shots, embracing the concepts of multiplicity and repetition while showing movement on a film. Within the Italian film industry, there is a wide range of minority groups which is reflected in the logo design. Hence, the repetition of the letter M becomes the central feature of the brand design, where M symbolizes every and each identity inside these minorities.

This repetition is also meant to represent data, in terms of quantity. In this regard, the design takes inspiration from classical data visualisation and the historical work of Otto Neurath and Gerd Arntz. The visual element is seen as a conveyor of information, a module that communicates data through its repetition in space, as small multiples. The process enables the logo to operate as a data visualization tool. Indeed, it is possible to replicate individual brand elements to create infographics. The design is structured to be modular and dynamic, providing the potential for endless variations.

Graphic design: Marco Crivellaro, Laura Bortoloni
Sound design: Camilla Ferrari