Lions Gate Films logo redesign

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Patrick Broderick's picture
Joined: 3 Dec 2003 - 11:19am
Lions Gate Films logo redesign
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Lions Gate Films has replaced their old ugly stacked LGF logo with a new logo that looks to be a Frankenstein mishmash of Gill Sans and Avant Garde (and what's up with that E?). How hard would it have been to stick with one font?

Old:

New:

Forrest Vess's picture
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Joined: 14 Jun 2005 - 3:06pm
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the S looks really out of place.

jyoteen's picture
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Joined: 17 Apr 2008 - 1:05pm
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" The new Lionsgate logo was designed by an in-house team headed by Tim
Palen, EVP of Marketing. Lionsgate worked with Ogilvy & Mather's BIG on the
creative execution of the word mark and with Deva Studios on the animated
logo."

http://www.prnewswire.com/cgi-bin/stories.pl?ACCT=109&STORY=/www/story/1...

Dave Bailey's picture
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Joined: 25 Jul 2005 - 3:07pm
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It seems like LION goes together and GATE goes together...and lonely ole S has no friends.

Mark Simonson's picture
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Joined: 3 Dec 2001 - 11:00am
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This looks to me like they started with Gill Sans Bold, substituted a Futura Heavy G, and modified the E to look like the one in Vonnes. They forgot the last step in which you redraw it so it doesn't look like a such a mishmash.

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Nick Shinn's picture
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Joined: 8 Jul 2003 - 11:00am
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A more committedly deliberate mismatch would have put serifs on the "I" as well.

Karsten Luecke's picture
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Joined: 6 Aug 2005 - 8:41am
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"... would have put serifs on the “I” as well."

The readability thing, right?

Nick Shinn's picture
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Joined: 8 Jul 2003 - 11:00am
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>The readability thing, right?

LOL.
That gives me an idea for a New Year's Resolution (thread to come, no doubt):
1. Avoid all use of the word "readability".

Chris Lozos's picture
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Joined: 25 Feb 2004 - 11:00am
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"This is what happens when graphic designers work with type ;-)"

Sigh, as i duck my graphic designer's head in shame amd slunk off into a darkened room to succumb to the depths of depression :-<

ChrisL

Chris Lozos's picture
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Joined: 25 Feb 2004 - 11:00am
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"How hard would it have been to stick with one font?"

How hard would it be to design something that doesn't suck?

ChrisL

Dan Reynolds's picture
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Joined: 20 Jul 2002 - 11:00am
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Sigh, as i duck my graphic designer’s head in shame amd slunk off into a darkened room to succumb to the depths of depression :-<

Cheer up, you aren't the only graphic designer here.

How hard would it be to design something that doesn’t suck?

Well, that can be pretty hard, actually :-/

Daniel Weaver's picture
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Joined: 26 Aug 2003 - 4:14pm
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Optically the S doesn't even match up with the G. Its like the wicked witch of the west when dorthy threw water on her. "I'm melting", in this case shrinking.

Chris Lozos's picture
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Joined: 25 Feb 2004 - 11:00am
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"Cheer up, you aren’t the only graphic designer here."

Actually, my theory is that the "logo" was done by one of the "creative" types on the film crew or even better by one of the "suits" who just got Photoshop for Christmas. "Look Mom! I can choose fonts with one hand! I am so good I can put 4 fonts on a line at once even on top of a stock background image! Yup, I am that good--so fire that overpaid graphic design guy,"

ChrisL

James Mark Hatley's picture
Joined: 13 Jul 2004 - 11:00am
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That target is too easy. Should have used Trajan again.

David Allen's picture
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Joined: 1 Aug 2005 - 5:08pm
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Speaking as a graphic designer who once worked for Lions Gate for all of 6 weeks, I think it's highly likely they had the person design the logo, told him/her they hated it, fired him/her, and then used it anyway.

Chris Lozos's picture
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Joined: 25 Feb 2004 - 11:00am
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"...told him/her they hated it, fired him/her, and then used it anyway."

I see their taste in typography is equal to their ethics. Perhaps this is the perfect logo for them afterall.

ChrisL

David Allen's picture
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Joined: 1 Aug 2005 - 5:08pm
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By the way, that's sheer unsubstantiated sour-grapes sniping on my part. I actually worked for the branch of LGF in California that had been Artisan... the people that brought you "Van Wilder," "Blair Witch 2," and other disasterpieces. Let's just say their employment practices were on a par with some of those fine films and leave it at that. I would assume this logo came from their Montreal office (the "original" LionsGate).

However, that "E" really is very 80's hair metal. And not in a good way.

Chris Lozos's picture
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Joined: 25 Feb 2004 - 11:00am
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There are some very good typographers in Montreal, too bad none were called in on it.

ChrisL

Eric West's picture
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Joined: 20 Mar 2005 - 8:43pm
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Isn't the old one on top actually relatively new?
I thought this was the old one.

I just started seeing that one not to long ago.

Patrick Broderick's picture
Joined: 3 Dec 2003 - 11:19am
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I believe that one is even older -- the LGF one has been in use for a while.

In my brief experience (three months!) in the movie design business it seemed that most of the people doing that sort of art came from illustration rather than design backgrounds, and weren't particularly sensitive about typography. Hence the repetitive use of Trajan, Compacta, etc. for titles -- don't fix what ain't broke.

Terry Biddle's picture
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Joined: 21 May 2005 - 1:42pm
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came from illustration rather than design backgrounds, and weren’t particularly sensitive about typography.

This is indeed a problem. As someone who does both, I find that a lot of illustrators don't know much about type and many designers don't respect illustration. I was trained as a designer and a fine artist and I think both fields (design and illustration) are so closely related they can stand to learn a thing or two about the other. But alas, this is another discussion entirely...

Carl Crossgrove's picture
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Joined: 8 Sep 2003 - 2:07pm
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Hey, just be glad the 'designer' didn't ungroup his/her mishmash outlines and move most of them, leaving counters dislocated from their intended places. The US Chevron campaign (with techron!) had some widely-distributed logos with dislocated counters. Now I see it everywhere.

Chris Lozos's picture
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Joined: 25 Feb 2004 - 11:00am
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"widely-distributed logos with dislocated counters"

Seems counterproductive :-)

ChrisL

Eric West's picture
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Joined: 20 Mar 2005 - 8:43pm
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Or counterdestructive ...

Hrant H Papazian's picture
Joined: 3 May 2000 - 11:00am
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> Avoid all use of the word "readability".

I dunno, I've found that when used judiciously it can impress peers no end...

hhp

Chris Lozos's picture
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Joined: 25 Feb 2004 - 11:00am
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BTW, What teen aged text-messagers think of readability today is cryptic acronyms for all common phrases. Wtf do they all mean? :-)

ChrisL

Dave Bailey's picture
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Joined: 25 Jul 2005 - 3:07pm
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It's just modern day shorthand, Chris. Seems to be a generation thing...I can't read my grandmother's cursive for the life of me. There must've been a time where written shorthand was popular, yes? I doubt I would be able to understand that either. :-) ttfn m8

Chris Lozos's picture
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Joined: 25 Feb 2004 - 11:00am
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Don't tell your Grandmothers 3rd grade teacher though David, she would get her wrists slapped with a ruler for penmanship unbefitting a lady. :-)

ChrisL

Dave Bailey's picture
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Joined: 25 Jul 2005 - 3:07pm
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Haha, Chris my grandmother is doing just fine! No need to tattle. We had my grandparents' 50th wedding anniversary party here last night. They had a blast. I even made the invitations. :-)