30.6.2018 DixonBaxi

DNEG: A new name, positioning and brand identity.

With Academy Awards for films such as Blade Runner 2049, Ex Machina and Interstellar, Double Negative (DNEG) is recognised as one of the most accomplished VFX studios in the industry. Their merger with Prime Focus, ranked as one of the largest VFX businesses in the world, has created a new industry powerhouse.


Our challenge was to unify two businesses behind a single-minded purpose that distilled the legacy and spirit of both brands. The strategy built on the long-established ethos of the founders. Empowerment, collaboration and innovation were vital for a brand that consistently delivers excellence, and places enormous value on its people.


Leveraging Double Negative’s industry moniker – DNEG – we were able to take a bold step forward while retaining the heritage and brand equity of the company’s illustrious 20-year history. We designed a new logotype that is confident, modern and iconic. The D and G mirror each other in a subtle suggestion of constant motion and transformation. It is crafted to work at any size, from the cinematic opening of a film to a mark of quality on a movie poster.


The aperture highlights the detail and craft that goes into every single frame and the people behind it. It informs the way the brand moves and reacts: from the UI and iconography on the website; to the day/night cycle of the clocks for each office.


Immersive, iconic frames and key art of films are used confidently. Images of the team are crisp portraits against the brand colours. Monochromatic reportage photography captures behind the scenes moments. A modern and muted palette of colours support the primary ‘coral’ orange of the brand.


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