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Austin Film Society

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A dynamic re-brand for a beloved cultural institution

The Austin Film Society (AFS) extends its mission through an array of sub-brands and properties. When it came time to revisit the brand, Foxtrot designed a dynamic system reflecting the AFS charter as an organization that celebrates the moving image. With 20 unique variations, the new logo always appears to be shifting and moving in space, as if animated or projected.

Another key objective was to help the community recognize AFS and give it due credit as the master brand, to be experienced throughout Austin at the organization’s spaces, programs and exhibitions. Using the dynamic "AFS" identity to modify most of its products, Foxtrot created a complete, simplified brand architecture.

Austin Studios, a 20-acre film and creative media production facility and one of AFS’ strongest sub-brands, also got a re-design. The objective was to keep its name, maintaining a DIY spirit but modernizing it to fit with the new AFS brand. The re-brand gave AFS the sophistication and structure it needed, while maintaining its Austin-y, idiosyncratic vibe.