Vfx house, MPC, has revealed its new brand designed to “simultaneously position the company for an expansive future while honoring its legacy as a leader in creating emotionally compelling content and stories.”

The new logo was created internally and the company is restoring its full name, the Moving Picture Company.

“Our new visual articulation of the Moving Picture Company brand is an improved, more honest reflection of the position we occupy in the marketplace today, but with a deliberate nod to our past,” says MPC CEO Mark Benson. “Our artists, designers, directors, creatives, producers and technologists consistently produce award-winning content across every media category in which we work, from feature films to advertising. Our brand identity should reflect this confident commitment to quality in a way that demonstrates the pride and passion of our people around the world. And it does.”

MPC says the rebranding was in response to MPC’s “realisation that its existing branding didn’t reflect the high level of work – both in terms of creativity and craftsmanship – its studios have been producing. It’s also a response to the changing nature of its marketplace.”

“Our industry is rapidly evolving, both in terms of the kinds of work we do and the types of clients we’re partnering with,” explains Lauren Pollare, Global Head of Marketing at MPC, who led the rebranding effort. “MPC is now working directly with brands, creating original content, working with location-based entertainment venues and collaborating with experiential agencies. We felt this was a great opportunity to redefine a company with a solid reputation, impressive credentials and a truly unique legacy, and position it with a clear, strong identity for a new generation of clients.”

Staff Reporter

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