Christian Scherler responsible for branding for Frame
Independent graphic designer and art director Christian Scherler is responsible for the brand identity for the new Frame cinema and cultural center.
The visual designer was commissioned with the development of the CI/CD and a spatial redesign of the cinema on Europaallee. For Frame, Scherler is responsible for the logo, the website and the spatial design, among other things. "The project was a very exciting and rewarding challenge for me," says Scherler of his involvement. "Frame has grown very close to my heart in the meantime, and I am pleased that I was able to help shape the cinema."
"The goal was to develop an independent, timeless and concise identity for Frame. With his creativity, clear understanding of functionality and aesthetics, and attention to detail, Christian Scherler has holistically shaped this appearance and managed to combine emotion and functionality," says Jennifer Somm, Managing Director of Spoundation Motion Picture, about Frame's new brand identity.
Scherler's design approach emphasizes the importance of time and space to convey messages in an engaging and effective way. Such is the case with the Frame: starting with the logo, which was conceived as the centerpiece of the visual identity, he placed particular emphasis on memorability and flexibility. "I wanted to take the concept of the Frame - as a platform for film and culture - in the design and create a framework in which footage such as posters, stills and trailers could be embedded without competing with it visually. The logo, typeface and color scheme should therefore give the frame its own identity, which at the same time leaves plenty of room for the film world. After all, this is the essence of the frame," explains Scherler.
In keeping with the logo and taking into account the ZFF eye, he developed a minimalist pattern inspired by the Bauhaus style, which can be found on various media such as popcorn bags and is also used on social media. The design of the website and the integration of the theme in the form of frames and clear graphic elements also played a central role. The frame concept was also taken up in the room design, which is reflected in the branding and signage, especially at the hall entrances.
