The brief from Marvel was open, with one specific request from Kevin Feige himself — to combine the brand and the iconic characters into a single image, showcasing the heroes within the letterforms of the MARVEL logo.
Otherwise, we were asked to approach this as a new chapter in the ever expanding story of Marvel Studios, and the new logo and animation needed to make that statement. We accomplished this by taking cues from the brand equity of the past, while showcasing the growth and expanse of the Marvel Cinematic Universe.
As with previous collaborations with Marvel, our process began by exploring numerous concepts. By experimenting with different conceptual and visual themes, we were able to not just propose solutions, but begin a collaborative process with the entire team at Marvel. We would come to agree on one concept that was unanimously the favorite, establishing the foundation for the logo development.
HOW TO BUILD A UNIVERSE
The familiar metaphor of stacked pages quickly expands into something much bigger, as we see a process through which classic tales are a seed awaiting tremendous growth and development. The powerful beam of creativity projects through comic books and museum glass, colliding with script pages and concept art. The dynamic cross-pollination breaks through these layers and sprouts into a rapidly growing universe. While these cosmos are ever-expanding, from a distance it always looks like one thing: MARVEL STUDIOS.
BUILDING A UNIVERSE STEP BY STEP
After a lengthy evaluation and decision-making process, Kevin Feige and the entire Marvel team asked us to develop the “How To Build a Universe” concept. Every Marvel film is the result of dedicated work from thousands of people from hundreds of disciplines in locations spanning the globe. The “How To Build a Universe” concept was designed to pay tribute to this process by touching on these key components:
- Legendary COMICS are the foundation and history
- Hollywood’s greatest screenwriters translate the themes of the comics to a SCRIPT
- The best production designers, costume designers, and artists create CONCEPT ART
- Incredible directors, cast and crew craft the FILMS
- A shared universe of various films & characters defines the MARVEL UNIVERSE
Since the very first Spider-Man (2001), and long before Marvel Studios was its own entity, any Marvel-related film began with some form of the ‘flipping pages’ logo. Our team was unanimous in wanting to pay tribute to this iconic animation, originally developed in 2001. As the new Marvel Studios logo animation begins, it is initially identical to the historic ‘flipping pages’ logo, both reflecting on and respecting the studios history.