Screen Ireland (formerly Irish Film Board) is the national development agency for Irish film-making and the Irish film, television and animation industry, investing in talent, creativity and enterprise. We worked with them to create a new brand and identity that would reflect their changing role and the screen industries in general rather than the film industry specifically.
The mark is constructed of 4 screens with different aspect ratios, 4:3 representing the past, 16:9 representing the present, portrait 16:9 representing the future and Cinemascope representing the constant. Much like the content it is representing, the identity is designed to not just be static but have motion built into its foundation. The mark is organic and dynamic and can be applied in varying iterations depending on context and purpose. It can switch between solid and key-line to expand the possibilities for how it can move and adapt.