In order to celebrate 25 years journey of Miles Films, LeBoYe was given the opportunity to develop a new identity through logo design reconstruction. We aim to capture Miles’ spirit of discovery through the power of cinematic storytelling, marking the values of our nature and cultural diversity from Sabang to Merauke. To create followed by set of characteristics based on these principles and among those are grounded, urban, bold, established and modern.
Our goal is to design a logo that is simpler, bolder and more distinctive. After further discussion with Miles team, we agreed on not wanting to alter much from the previous identity to feel more grounded and display a sense of familiarity but also give an established impression and yet still fresh. Our approach was to develop a concept based on these traits, for instance, giving a simple and bolder gesture by highlighting the letter “L”. The letter trace the spirit of Miles’ footsteps into a form of a door that can open the eyes of their audience to wide range of stories. The sight of ‘L’ symbolically resembles a baton as a way to reflect Miles’ contribution and aspiration to elevate Indonesian cinema by providing opportunities and learning experience for the next generation.
For its application, the two colour combinations, first one being bold black signifies strength and power, balanced by iridescent colour inspired by one of their iconic work, Laskar Pelangi, portraying the dynamism perspective of motion picture like the glimpse of the iridescent colour itself. As a manifestation of colours and light, presenting luminous dimensions as well as a variety of meanings and interpretations depending on how and which angle we choose to see it.
Finally, the secondary elements features a subtle component of line treads to mark the trail of Miles’ journey exploring the diversity in our culture and nature, apparent in stationeries, fanfare motion, web & social media.
The identity of Miles Films represents a symbolic gesture of opening audiences eyes to wide range of stories.
