A new brand identity
The New Mediapop

The New Mediapop

The New Mediapop 1280 720 Ryan Northcott

Mediapop is a full service production company working with business, brands, filmmakers, and agencies providing creative and high quality content. We are directors, creatives, producers, editors, and cinematographers who have a proven track record working with the some of the globes biggest brands.

Years of amazing work has culminated in the need to have a clear, future-proof brand which tells the Mediapop story at first glance. To us that wasn’t enough, the new brand had to be applicable to other applications – screen, social, signage, product, and more.

Our goals were to be easily recognizable, splashed with color, and establish a more creative and aggressive feel. The challenge was to simplify the identity, but still retain the multi-faceted capabilities of our shop.

We achieved this by looking at types of art we identified with and a constant through our discussions was the “Minimalist” movement, both with art and lifestyle.

Minimalism

In visual arts, music, and other mediums, minimalism is an art movement that began in post–World War II Western art, most strongly with American visual arts in the 1960s and early 1970s.

Minimalism to Mediapop has several different applications as it relates to our core capabilities.

Clean

Clean frames, art direction, cinematography, themes, and design. We focused on removing visual clutter and presenting story without fluff, just substance.

Lean

Rather than go overboard on our projects and productions, we focused on using the right amount of everything at the right time for the right project.

Quality & Simplicity

To de-clutter the frame is to de-clutter the mind. Good story is the focal point and minimalism promotes good story with no clutter.

One of the most influential masters of Minimalism was Frank Stella and you can certainly see the similarities and influence of Mr. Stella in our identity design.

Our other influence in design was rooted in film and the various formats of camera sensors. You hear talk of 4K, 6K, even 8K now, but to visualize those formats camera makers will often produce images like this…

Font

Searching for the right font is one of the most important aspects of re-branding our identity. We looked all over, different font foundries, blogs, buildings around Calgary, new fonts on the market, but finally settled on “Marché” by the Colophon Foundry based in London and Los Angeles.

MEDIAPOP? Mediapop? MediaPop? MediaPOP?

None of these worked right, so we settled on all lowercase to attain simplicity, uniformity, and to take advantage of the “d” and “i” that so satisfyingly are exactly the same height.

mediapop

An important factor in choosing Marché was the Super Forwardslant variety of the font. After years of production work on hundreds of videos we wanted our visual identity to represent moving forward – to films, bigger productions, brands, television, streaming – we are marching forward.

Color

Last, but certainly not least is the color of the logo and identity. We love design, all aspects and forms, and the building blocks of design is color – starting with Cyan, Magenta, Yellow, and Key (Black). Color is also the backbone of film and video – in some cases the first thing we think about is how the color grade will affect and enhance a production.

We chose to stay close to design roots and use each of the CMYK colors as the base of our logo.

Cyan

Magenta

Yellow

Key (Black)

Final Result

The final result is a logo that is brash, creative, beautiful, speaks to what we do as filmmakers, and creates an identity that is recognizable and memorable. We are excited to use the logo in different applications, we hope you like it too.

Ryan Northcott

Ryan Northcott has been in the film industry since 1997 first as an actor and then as director/producer with MEDIAPOP. He serves as company Creative Director. He loves coffee and cookies. Chocolate chip ones to be precise.

All stories by : Ryan Northcott

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