Fig stars in studio’s 100-year ident

Fig Productions has created the on-screen identity for London’s Ealing Studios to commemorate its centenary this year, which will brand the legendary studio’s films from early summer.

The £23 000 screen identity marks the first phase of the revamp of the studio’s brand and its west London site, following the appointment of architect James Burland two years ago to redevelop the studios.

James Burland is creating the shell and masterplan for the redevelopment of the entire site (DW 21 June 2001).

It is understood that Ealing Studios is considering its design requirements in areas such as branding, graphics and signage. Details are currently under wraps, but decisions are expected imminently, a spokeswoman says.

Fig’s on-screen identity will receive its first airing in the film The Importance of Being Ernest, which is due for release in May, starring Judi Dench, Colin Firth and Rupert Everett. The film was produced at Ealing Studios.

The sting features a flickering light effect and explores the theme of time, says Fig creative director Richard Morrison. ‘The idea represents the past and the future, illustrated by dark to light respectively.’ The computer-generated images are by Condor.

The ident will be issued to film distributors, Morrison adds. Fig was commissioned by Barnaby Thompson and Uri Fruchtman at Fragile Films, co-owner of Ealing Studios. Ealing Studios is aiming to reposition itself as a cutting edge destination to attract film production companies of all sizes.

Work on ‘the main hub of the studios’ is at an early stage, says project architect Kevin Adams, and plans include provision for a lot of let-able space. Tenants will probably have ‘fit-out design requirements’ of their own, Adams adds.