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Trollbäck+Company Creates Minimalist Animation to Unveil AICP Logo

Trollbäck+Company‘s striking show-opening animation revealed the first new AICP logo in 45 years at The Museum of Modern Art (MoMA).

NEW YORK -- Advertising award show AICP Show: The Art & Technique of the American Commercial debuted its 2017 animated opening titles, created by design house Trollbäck+Company, on June 7th at the Museum of Modern Art (MoMA), unveiling the first new AICP logo in 45 years through animation. The logo was designed by Brian Collins and his brand consultancy, Collins.

“Trollback has been an amazing partner to work with over the years,” said Matt Miller, President and CEO of AICP. “As part of the rollout of our new identity, we turned to the amazing team there to articulate the new logo. Their piece was beautiful.”

Led by Trollbäck+Company Creative Director Brian Bowman, the sequence takes the audience on a journey through a 3D world in which geometric shapes -- cylinders, pyramids and triangles -- form the new logo.

“The new logo signals a reinvigoration of the AICP brand, so the organization was excited about keeping the focus on it,” said Bowman, who also moderated “The Technology of Experience“ panel during AICP Week, and led the branding for the AICP Next Awards over the past several years. “The show open is a visual story about the process of creating an identity -- abstractions of what the shapes can become, and the thinking process behind what a logo could be -- as we build up to reveal the new brand mark.”

While the slow-moving shots and animation in the opening sequence stay true to the minimalism of the AICP’s new black-and-white mark, Bowman also worked closely with Antfood to create a pop music-inspired soundtrack that conveys the new energy of the trade organization.

“Antfood is an incredible collaborative partner,” added Bowman. “Music and sound was essential to the journey we envisioned, as we worked closely to dial in the right vibes with the picture in order to capture this exciting moment in the long history of the AICP brand.”

Trollbäck+Company also created the end credits, interstitials, and title cards for the awards show. Collins’ style guide provided the team with the framework for the retro art-style interstitials; all of the letters in the AICP logo collapse into a singular shape.

Bringing together a long tradition of AICP involvement and the promotion of sustainability and social engagement, Jakob Trollbäck, Founder of Trollbäck+Company, also sat on the AICP’s recent Marketing for Change panel, which brought together a cross-section of leaders who partner with brands to find and amplify that voice.

Trollbäck+Company was established in 1999 by celebrated Swedish designer Jakob Trollbäck, and has been recognized as an innovative force in branding through motion design work for international media companies and consumer brands, including Volvo, AMC Networks, and TED Talks.

AICP Week is a celebration of creativity and thought anchored by the premieres of The AICP Next Awards and the AICP Show: The Art and Technique of the American Commercial, the latter culminating with the gala at the Museum of Modern Art. AICP honored work becomes a part of the archives of the Department of Film at MoMA.

Source: Trollbäck+Company