Universal Pictures
As a large and popular institution, this logo was created for Universal's 75th anniversary. This logo was revolutionary as it uses CGI and bright, high quality visual effects to display the text and images - a large jump from animation or still images. At the start of any film, this logo makes a statement and the high quality suggests that the film is going to be of a high standard too. The globe connotes the fact Universal is a large, global institution and the use of primary colours is simple but effective and professional. The soundtrack used is orchestral with both low and high pitched instruments to build up tension and excitement amongst the audience for the film they're about to watch.
Warner Bros Pictures
This logo, like Universal Pictures, is a CGI animated logo suggesting that it's a large, mainstream institution with lots of money in order to create this logo. It also connotes that the company supplies mainstream film to mass audiences. The bright gold shield connotes wealth and power as an institution whilst the background is simple with primary colours in order for the main logo to stand out. The non-diegetic, orchestral music builds tension and excitement for the audience, as well as connoting further that Warner Bros is a large institution.
In comparison, the two institutions are similar in the way CGI has been used and a central object/image is the iconic logo for each company. They also both use orchestral, non-diegetic music to build tension and create an excited atmosphere for the audience. Both logs also use a simplistic but bright colour scheme to create their iconic logos and have a similar duration. These characteristics connote that these institutions are large and powerful in the film industry, catering for a mass audience. As the company for our piece is mainstream, I will incorporate some of these traits when creating designs for the logos.
Warp Films
This is the logo for Warp Films, an independent, British institution. This logo is a 2D, colourless design connoting a lack of power in the film industry and small budgets suggesting that this company would fund films for niche audiences, rather than mainstream film. However, the simple design and use of the globe and electricity bolt suggests enthusiasm and a company that funds a variety of film with global themes. There is no sound and this further suggests that the company is small and a hidden institution against others, such as universal or Warner Bros.
Film 4
Like Warp Film, this is also the logo for an independent, British institution. As a still image without animation, it has the primary colours of red and white connote excitement or a passion for film. However, the lack of CGI effects also connotes low budgets and niche audience film. There is no sound suggesting that Film 4 is a small company though the design is professional and simple and funding for any films may be produced from a variety of other sources.
In comparison, both the Warp Films and Film 4 logo include still mages lacking animation or much colour connoting small institutions with low budgets for niche film, furthermore smaller target audiences. There is no specific duration of each logo so they could appear for any time length, maybe a positive for independent institution logos. Since these traits define smaller companies and our companies for our opening piece are mainstream, I will make sure I avoid these traits when creating designs for the logos.
There are significant differences between the logos of mainstream institutions and independent companies. The larger institutions use CGI or animation, a variety of colours and orchestral music in order to create a lasting impression on the audience and the iconic images known today. In comparison, the smaller institutions stick to still images with little colour and music in order to stay within budget. Since we will be creating logos for mainstream institutions, I will ensure that my designs include the traits seen in the Universal or Warner Bros logos and avoid those seen in the Warp Films design.
