ASCENDANT FILMS - Logo animation

I was approached by Ascendant Films for a complete redesign of their logo and a nice epic animation to show on the opening titles and final credits of all their movies. I’ve worked with these guys in a few films and loved the idea to revamp their identity from scratch. Also, who doesn’t like the studios logo animations at the beginning of the movies?

Their briefing circled around ideas like strength, growth and reaching for the top, so after playing with a few ideas I finally went for something both solid and technical with a whole symbolism linked to the idea of reaching upwards/onwards/further and the meaning of the actual name "Ascendant". I wanted to keep some reference to the original triangular composition of the old logo but reinforcing its resemblance with the letter A, both the initial letter of the company name and the classical arrowhead shape, the perfect shape to simply express going UP. All wrapped up with an airy, epic light reveal.

These were some of the design options that were considered for the new image of the studio

Credits

Client: Ascendant Films
Direction / Design / Animation: Ernex