The American production company Orion Pictures is modernizing its visual identity as well as its storytelling.
When we talk about Orion, moviegoers remember the famous animation of the constellation Orion at the start of movies like terminator, RoboCop or Thesilenceofthelambs. After years of financial difficulties, MGM – now in the fold of Amazon – relaunched the label in the summer of 2020.
Once synonymous with gender narratives, Orion Pictures refocused in a more inclusive direction by choosing to broaden the reach of its roster of stories to provide a platform for marginalized storytellers. In order to mark this change of direction, the brand decided to change its visual identity as well as its narrative communication.
While the brand’s logo keeps the idea of the constellation, Orion ditches the monochromatic look in favor of a multicolored look with blue, green, pink and purple hues. A change that we owe to the Gravillis agency. According to the label, this new identity represents the wide range of stories that are still waiting to be told.
Val AveniMGM’s vice president of social media and brand strategy, told Adweek: ‘We looked at the origins of the Orion brand and the literal space it has occupied since 1978. We really wanted to expand and modernize that space and we sought to incorporate all those things that create space for new audiences, for everyone.‘
Alana Mayothe president ofOrion Picturesadds about the new identity: ‘We want to continue to build on Orion’s impressive cinematic heritage first and foremost, but also, this new iteration of Orion becomes a more modern and forward-looking film studio. A place that incorporates a much broader spectrum of original and creative storytelling and storytelling. This is a studio that wants to engage deeply with the next generation of film culture and hopefully help define it.‘
If we are in adequacy with the new objectives of the label, it must be recognized that the visual redesign is slammed on the ground. In addition, the original logo was perfectly suited to the new narrative communication emphasizing inclusion and uniqueness.