Imfilm

The project

IMFilm is a NextGeneration EU project by University of Modena and Reggio Emilia, MUR and Italia Domani on gender inequality in the film industry. Its purpose is measuring the film industry’s capacity for inclusion, and therefore proposing policy reforms to reverse ingrained inequalities. 
Much of Italian filmmaking culture happens at the margins of the Italian film industry or outside it. The project attempts to redress the lack of circulation of the rich film culture in Italy by promoting it through a digital humanities project, communication, and exhibition activities. 
This project is crucial for the valorization and career development of the film professionals behind that work.

The identity

The brand design takes inspiration from moving image pioneer Eadweard Muybridge's shots, embracing the concepts of multiplicity and repetition while showing movement on a film. Within the Italian film industry, there is a wide range of minority groups which is reflected in the logo design. Hence, the repetition of the letter M becomes the central feature of the brand design, where M symbolizes every and each identity inside these minorities.

This repetition is also meant to represent data, in terms of quantity. In this regard, the design takes inspiration from classical data visualisation and the historical work of Otto Neurath and Gerd Arntz. The visual element is seen as a conveyor of information, a module that communicates data through its repetition in space, as small multiples.

The process enables the logo to operate as a data visualization tool. Indeed, it is possible to replicate individual brand elements to create infographics. The design is structured to be modular and dynamic, providing the potential for endless variations.