All City designs We Are UK Film identity

The new business-to-business brand unites groups including the BFI, British Council, Creative England, Creative Scotland, Northern Ireland Screen, Film Agency for Wales and Film London, and aims to ‘boost the profile of the UK’s films, talent, services and locations to the rest of the world in a unified and focused way’, according to We Are UK Film.

All City was appointed to the project in late December last year following a creative pitch.

It has produced a new pink, striped logo that aims to graphically represent the partners involved throughout the UK.

Charlie Loft, creative director at All City, says, ‘The brief wasn’t at all restrictive but they were very clear as to what they were after. We needed a graphic approach that showed that the UK is made up of four landmasses and London without just making a map.’

The branding will be shown across touchpoints including online, printed materials such as brochures and invitations, trade stands, advertising and animations.

Chris Travers, director marketing communications, and audiences, BFI, says, ‘We wanted to give it a fresh, young look that makes it more than the sum of its parts. If we’re really going to up our game internationally then we need something strong that works very well in a multimedia environment.’

He adds, ‘ With a fresh, joined-up strategic approach to branding we can really build on UK film’s world class reputation.’

The new brand launches this week at the 2013 Berlinale international film festival, and will be the focus of the UK pavilion at this year’s Cannes International Film Festival, which takes place in May.