Although the VFXAI was founded in 2014, they weren’t officially registered as a Company Limited by Guarantee (CLG) until 2018. To mark this milestone, they quickly established an online presence with a new logo and website.
Three years later, the Irish VFX industry had grown and diversified at a remarkably rapid pace, working on major international productions such as Game of Thrones, WandaVision and The Irishman. As the VFXAI geared up to promote Ireland’s new status as a VFX powerhouse, it became clear that their logo didn’t reflect that status. It had a childlike appearance, with chunky typography, pastel colours and a toylike brandmark, perhaps meant to appeal to younger generations.
As soon as they hired me, I started to explore ways in which the rapid growth and diversifying of the Irish VFX industry could be reflected in the VFXAI’s new logo. The rough sketches that I decided to further develop were centred around an abstract beam of light that replaced the letter “V”, a brandmark that could clearly symbolise growth and diversity while allowing for flexibility in the logo’s design.