Pearl & Dean premieres its new image

Lambie-Nairn’s new identity for cinema advertising contractor Pearl & Dean is based on film sprocket imagery, a device aimed at complementing the legendary signature tune.

Pearl & Dean’s previous pillars identity dated from the 1950s and was “in keeping with film companies of the time” but is “not relevant to cinema today”, according to managing director Peter Howard-Williams.

Pearl & Dean’s signature tune, Asteroid, by Pete Murray, remains, but has been modernised. “The music was the starting point, the visual imagery had to complement it,” explains Charlotte Castle, Lambie-Nairn’s designer/ director for this project.

She aimed to “make the brand contemporary again” with a “strong uncluttered design”. The logo is in Trajan Bold with the ampersand in Sabon Bold. The opening and closing sequences for the cinema advertising break feature abstract, brightly coloured soft focus images of 35mm film sprockets.

“I was told that the shelf-life of this identity would be five years, but seeing that the last one ran for so long I wanted to find a classic image.

“I gave myself the challenge of using film imagery in a new way,” adds Castle.

The identity will be launched tomorrow (Friday).