MIXING REALITIES

AGENCY: SHOTS  Creative Director – Peter Storozhenko  Art director – Fedir Boyko Copywriter – Anna Zaporozhchenko Head of Design – Mykhailo Polyvanov Designer – Viktoriia Nezhynets  COO – Marina Martynova  Account manager – Anna Verhai 

M1X is a CGI and VFX studio which creates visual effects and animation for major film projects. The meaning of their work is to do the impossible. That’s why they always collaborate with the biggest companies in the country.  In order to emphasize their fanatical and progressive approach, they decided to update their visual style. But in a way that preserves the recognizability of the logo. So, we needed to look at it from a different angle and put new meanings. The phrase "Mixing Realities" became the basis for the identity, which eventually also became the studio's slogan. We relied on it throughout the entire process. All the main elements work on the principle of mixing realities and visually demonstrate it. For example, the main colors of the brand identity blend together into one gradient, emphasizing the idea. In the logo, we needed to leave a hidden "1". In the previous version, the "1" was simply part of the letter "M" which made it hard to work with the logo. So, we approached it from a design perspective and built all the elements independently. We incorporated the "1" discreetly, making it less obvious. We made the logo graphic and concise so that it could be used in a single color. And we gave all the symbols the same thickness. The logo turned out very balanced and could easily be adapted to different modular grids. Additional logos refer us to markings on spacecraft. After all, mixing reality is quite a cosmic theme. They also serve a purely utilitarian function— they can be used instead of the main bulky sign.