Invert expectations.

We’ve partnered with our friends at IMAX on a new experience with a  visceral brand for IMAX Live, a new breed of limited edition event filmed and screened in IMAX, that reinvents the concept of venues by turning cinemas into arenas, stages, stadiums, lecture halls and more. It’s a true blend of entertainment and experience–an entirely new way for fans around the world to engage with their favourite visionaries. Each one-night-only event has a limited number of tickets making them as coveted as they are elusive.

An example of out-of-home advertising on a beachside screen, which reads: The NBA Playoffs June 15th. IMAX LIVE.A ballerina jumping through the air, with the words LIVE arranged decoratively in the background.An IMAX LIVE badge on a green coat pocket.Out-of-home advertising on the side of a bus stop for Pharrell Williams by IMAX LIVE.A black Drake cap by IMAX LIVE.
The LIVE wordmark displayed three times, featuring boxers, personalities and singers within the shapes of each word.The word LIVE arranged in different ways within 4x4 grids.

Built from the DNA of IMAX.

Using a grid set to the 1:43:1 IMAX ratio, we have created a system that pushes IMAX into the future while paying homage to their incredible history. The logo is bold, confident and uncompromising, combining the iconic IMAX logotype with a new, hyper-bold LIVE wordmark that’s double the size. Nostra, the extra-wide, monospaced typeface has extreme proportions for maximum impact, all based on the IMAX ratio grid. The monolithic letters create space for the unconventional and surprising, where artists, athletes and visionaries burn brightly.

Breaking convention with colour.

IMAX Live Orange is the hero of the primary colour palette, and the invert of IMAX Blue, signifying the breaking of convention. It’s loud and warm, bathing entire audiences in the glow synonymous with the lighting of live shows. Paired with white, black and a secondary palette of versatile purples and green, the palette is as vibrant and sophisticated as it is ownable. The full spectrum allows for the high degree of flexibility necessary to compliment the outstanding range of visual content IMAX Live offers.

The alphabet written in the IMAX LIVE typeface.An IMAX LIVE poster featuring the brand palette: black, orange, azure, purple and green.
The brand palette displayed in blocks of colour: orange, azure, purple and green.
A purple poster of The Game Awards by IMAX LIVE.Various Instagram posts for IMAX LIVE.An orange and purple IMAX LIVE guest pass for the NHL Global Series.Urban scenery and a poster of Doja Cat by IMAX LIVE.A purple IMAX LIVE sticker stuck on a red postbox.Urban scenery with 2 IMAX LIVE posters that include a QR code.A man standing with a microphone side view with textual overlay.An orange IMAX LIVE Lil Nas X concert t-shirtAn Instagram ad for The Royal Ballet by IMAX LIVE, shown on a phone screen.

Choreographing an experience.

The brand’s motion behaviour is central to conveying the energy of live events. We began with a simple question: what does live feel like? The final range of motion behaviours is immersive, plunging viewers into larger-than-life lettering, logos and jaw-dropping visuals. There’s a sense of preserved energy that comes from the push and pull of the animation, building suspense and awe as footage flickers to life or consumes the entire screen. It’s a kind of fleeting drama that’s always moving and gone in the blink of an eye.

From the outset, the ambition was to confound expectations of IMAX. Known for their cinematic experiences, this was about breaking convention, so we went in the opposite direction. Inverting the IMAX Blue, switching to lowercase –capture a live feeling.”

Kjetil Njoten, Head of Creative, IMAX

Two men watching the IMAX LIVE screen for a colour test.An IMAX LIVE screen test with typography 02 25 on it.A man's silhouette in front of the IMAX LIVE screen.
Out-of-home advertising on the side of a bus stop for Pharrell Williams by IMAX LIVE.A ballerina jumping through the air, with the words LIVE arranged decoratively in the background.An example of out-of-home advertising on a beachside screen, which reads: The NBA Playoffs June 15th. IMAX LIVE.

Invert expectations.

We’ve partnered with our friends at IMAX on
a new experience with a visceral brand for IMAX Live, a new breed of limited edition event filmed and screened in IMAX, that reinvents the concept of venues by turning cinemas into arenas, stages, stadiums, lecture halls and more. It’s a true blend of entertainment and experience–an entirely new way for fans around the world to engage with their favourite visionaries. Each one-night-only event has a limited number of tickets making them as coveted as they are elusive.

An IMAX LIVE badge on a green coat pocket.A black Drake cap by IMAX LIVE.

Built from the DNA of IMAX

Using a grid set to the 1:43:1 IMAX ratio, we have created a system that pushes IMAX into the future while paying homage to their incredible history. The logo is bold, confident and uncompromising, combining the iconic IMAX logotype with a new, hyper-bold LIVE wordmark that’s double the size. Nostra, the extra-wide, monospaced typeface has extreme proportions for maximum impact, all based on the IMAX ratio grid. The monolithic letters create space for the unconventional and surprising, where artists, athletes and visionaries burn brightly.

The LIVE wordmark displayed three times, featuring boxers, personalities and singers within the shapes of each word.
The word LIVE arranged in different ways within 4x4 grids.
The brand palette displayed in blocks of colour: orange, azure, purple and green.An IMAX LIVE poster featuring the brand palette: black, orange, azure, purple and green.
The alphabet written in the IMAX LIVE typeface.

Breaking convention with colour.

IMAX Live Orange is the hero of the primary colour palette, and the invert of IMAX Blue, signifying the breaking of convention. It’s loud and warm, bathing entire audiences in the glow synonymous with the lighting of live shows. Paired with white, black and a secondary palette of versatile purples and green, the palette is as vibrant and sophisticated as it is ownable. The full spectrum allows for the high degree of flexibility necessary to compliment the outstanding range of visual content IMAX Live offers.

Choreographing an experience.

The brand’s motion behaviour is central to conveying the energy of live events. We began with a simple question: what does live feel like? The final range of motion behaviours is immersive, plunging viewers into larger-than-life lettering, logos and jaw-dropping visuals. There’s a sense of preserved energy that comes from the push and pull of the animation, building suspense and awe as footage flickers to life or consumes the entire screen. It’s a kind of fleeting drama that’s always moving and gone in the blink of an eye.

A purple poster of The Game Awards by IMAX LIVE.
An Instagram ad for The Royal Ballet by IMAX LIVE, shown on a phone screen.
Various Instagram posts for IMAX LIVE.
A man standing with a microphone side view with textual overlay.An orange IMAX LIVE Lil Nas X concert t-shirtA purple IMAX LIVE sticker stuck on a red postbox.An orange and purple IMAX LIVE guest pass for the NHL Global Series.Urban scenery and a poster of Doja Cat by IMAX LIVE.A purple IMAX LIVE poster on urban scenery

From the outset, the ambition was to confound expectations of IMAX. Known for their cinematic experiences, this was about breaking convention, so we went in the opposite direction. Inverting the IMAX Blue, switching to lowercase –capture a live feeling.”

XXXX

Two men watching the IMAX LIVE screen for a colour test.An IMAX LIVE screen test with 02 25 on it.A man's silhouette in front of the IMAX LIVE screen.