GOLDENE KAMERA

A MODERN INTERPRETATION OF AN ICON

A clear cut from the old, a fresh start for the new: built on a very strong foundation, we recreated the brand from scratch. The famous award show is without a doubt the most important and most recognized show of its kind in Germany. To bring the brand into our current and everchanging multichannel world, we were contracted to go beyond just redoing the logo. We stripped the trophy itself from folklore and overbearing details. After starting with a simplified drawing, we then moved on to a 3D model and finally ended with a 3D print. Thus, a new master figurine was created, which will be produced in precious shiny metal and awarded to the future winning recipients in the glamorous award show.

LOGO DESIGN

The simplified, 2D version of the film camera naturally became the central part of the new logo. In addition, we added a sans serif typeface for the first time in the history of the show, resulting in an uncompromising combination. For strategic purposes, we suggested dropping the German article “die” (meaning “the”), in order to make the award much more accessible internationally.

ON-AIR DESIGN

Large electronic panels make the set design very multi-functional and multi-dimensional. All on air graphics – including the show’s opening animation – are layered onto the onstage performance, visually bonding the two entities. Together with the congruent animations on the sets panels, the design immerses the viewer in a harmonious and consistent viewer experience.

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SPECIAL CONTENT & MUSICAL PERFORMANCES

Original animation and composited sequences provide the base for all additional performances during the award show. Produced specifically for the technical setup of the event, the electronic set design content has a strong visual impact.

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IMPLEMENTATION AND GUIDES

Apart from the show itself, the redesign covered all applications of the “Goldene Kamera” brand throughout the year. Styleguides and brand guidelines were provided to insure visual clarity and consistency.

The design and production of the first flight of ads were also part of the project. Finally, we delivered master design templates which could be adopted for further use by ad agencies and media partners.

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