The diverse competencies of FÜNFZEHN, a collective consisting of architects, editors, interior, motion and graphic designers, allowed them to approach the redesign from a holistic standpoint. An animated logo alongside a playful color scheme is one element of an intricate communication strategy that according to FÜNFZEHN has the aim to “improve visibility and recognizability and the potential to address a broader audience”.
One aspect of the new communication are posters and billboards for special exhibitions, festivals, and as part of an image campaign to draw attention to the new Kinemathek. Tight but not touching letterspacing is a dominant characteristic of the typography.
Another component is an update to the Sony Center, where Deutsche Kinemathek is located. Passersby are welcomed by three huge flags with the Kinemathek logo. Upon entering they might notice how the custom flyer stands match the layout of the flyers, or how the lounges made out of upcycled theater chairs have the same colors they have seen on the posters. In addition, there are moving images such as animated posters and exhibition trailers featuring an animated version of Frequenz.
From this new design of Deutsche Kinemathek, and yet somewhat distinct from it, emerged the design for other projects that DK is affiliated with. The Film Restored Festival, an annual film restoration festival, uses the same typography with evocative images. Berlinale Retrospektive, the annual retrospective section of the Berlinale, also features many of the elements from DK’s new look, as can be seen on posters and on the cover of the No Angels book.
FÜNFZEHN made a short film in which they talk (in German with English subtitles) about the project in greater detail.