After 37 years CineMARK have updated their old corporate identity to a new, updated and glamorous persona which lets CineMARK's star quality shine through.
"The visual style of the business needed to change for a number of reasons," comments Jenni Critchfield, CEO of CineMARK. "There was no real link of the CineMARK brand to the cinema sales arena in which it operates. If people saw the logo, they wouldn't necessarily associate us with movies. The glamour, excitement and scale of the movie industry needed to be reflected in what we do. Cinema is a large format medium that uses surround sound and exciting film genres to keep people entertained. Our business needed to align itself with that emotion."
Gas was the company given the responsibility of rebranding CineMARK, starting with the logo. The aim was to develop a logo which stands out from the clutter, one which would be unique and convey a sense of moviedom. To achieve this instantly recognisable, three-dimensional Hollywood letters were chosen as the inspiration for the lettering. The colour red was introduced as a secondary colour as it symbolises a red carpet which epitomizes exceptional standards, and the star was chosen to convey celebrity status and deliverable excellence.
The only prerequisite given to Gas was that particular images of movie-stars were used, as these images are prevalent on CineMARK's stationary in a eye-catching black and white format. The existing images are used as a supporting visual style in stationary elements, and even developed as a wallpaper to add a dynamic yet uniform style to the offices.
The payoff line was also refreshed to convey what industry CineMARK operates in, what they can deliver and what separates them from other advertising mediums.
CineMARK is responsible for the majority of cinema advertising on Ster-Kinekor screens country wide, and to reflect their love of cinema, CineMARK's new logo depicts glamour and manages to bring back memories of cinema times gone by, where Ginger and Fred ruled the screens, and reminds us of the cinematic glory still to come.
Visit our PRESS OFFICE: CineMARK is an advertising sales company representing cinemas throughout South Africa and boasts screens in all Ster-Kinekor and Independent cinemas.
Through these cinemas, CineMARK delivers to an attentive and captive audience in a relaxed mood, receptive to the advertiser's message.- more....
Connected by: Uninet
"The visual style of the business needed to change for a number of reasons," comments Jenni Critchfield, CEO of CineMARK. "There was no real link of the CineMARK brand to the cinema sales arena in which it operates. If people saw the logo, they wouldn't necessarily associate us with movies. The glamour, excitement and scale of the movie industry needed to be reflected in what we do. Cinema is a large format medium that uses surround sound and exciting film genres to keep people entertained. Our business needed to align itself with that emotion."
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