Rebranding of the Haifa Cinematheque
in Honor of its 50th Anniversary
HAIFA CINEMA- THEQUE
SOLUTION
Developing a new and distinctive visual language for the brand that aligns with its core values as an institution dedicated to making culture and cinema accessible. The rebranding aims to strengthen the Cinematheque's position and attract new audiences, particularly younger ones.
CHALLENGE
The Haifa Cinematheque is a long-standing institution dedicated to making culture and cinema accessible to the public. In recent years, it has struggled to engage younger audiences. The goal of the rebranding is to create a cool and innovative identity that resonates with the younger demographic while preserving the brand's core values and rich history.
THE FIRST LOGO
PREVIOUS LOGOS
The previous branding of the Cinematheque featured generic typography paired with a burgundy color that felt serious and heavy. I decided to return to the original, first logo of the Cinematheque, focusing on a blend of old and new, combining youthful energy with nostalgia, and introducing a vibrant, bold color.
DESIGN SYSTEM
The overall design of the branding is centered around the circular elements of the logo, which are consistently applied across various platforms, including animations and illustrations. This cohesive approach is crafted with the specific goal of appealing to a younger audience.
THE NEW LOGO
The Haifa Cinematheque logo embodies the institution's core values of community, inclusiveness, and nostalgia, while also appealing to a younger audience. Drawing from the original design from the Cinematheque's early days, it skillfully blends the past with the present. The warm and inviting red color is youthful and bold, reminiscent of the cinema's seats. The typography, incorporating Hebrew, Arabic, and English, underscores Haifa's rich cultural diversity. The rounded font reflects the world of cinema, echoing the shape of an iris and a camera lens. This logo serves as a timeless symbol, bridging the Cinematheque’s storied history with its modern role as a vibrant cultural hub.
