Identica adds appeal to new Universal identity

The Identica Partnership has redesigned the corporate identity of Universal, the Hollywood-based entertainment giant, in a project worth a rumoured 500 000 to the UK consultancy.

Universal, with interests ranging from movies to TV and its own theme-park Universal Studios, is believed to have considered more than a dozen US designers in a non-creative pitch.

Neither Identica nor Universal will confirm the pitch details or the design fees for the project. But Identica managing partner Michael Peters says the identity “is the most exciting thing I have worked on for years”.

Identica’s brief incorporated both on-screen and off-screen uses of the Universal identity, throughout all the client’s global divisions. “Universal’s business is international,” explains Peters, “and as a client, it is not hidebound by being from the US.”

Although Universal gave Identica carte blanche, the consultancy chose an evolution of the client’s famous marque, aiming to make it less flat by adding depth to the globe and the lettering.

Identica has designed a font, called Universal. The new lettering comes out of the existing upper case letters, themselves given a more pronounced curve around the globe.

Identica is now working on implementation of the identity. A Universal spokeswoman says Identica is among several groups being considered to develop animated versions for use on-screen.