I was asked by FADA (the Faculty of Art, Design and Architecture at the University of Johannesburg) to design the identity for their new initiative called “FADA Film”. FADA Film would be a monthly get-together hosted by FADA Gallery and the departments of Architecture and Multimedia. Some of the world’s most interesting films, cutting-edge animation and thought-provoking documentaries would be showcased once a month for free at the FADA amphitheatre.
The relationship between film, magic, imagination and motion was investigated. These relationships were chosen due to a technical understanding and the experience of the medium of film. The following two quotes were used to summarise the chosen identity: “Cinema is magic in the service of dreams” ~ Djibril Diop Mambéty, and “I think cinema, movies, and magic have always been closely associated. The very earliest people who made film were magicians” ~ Francis Ford Coppola. The shapes forming the black and white logo suggests movement with ghost-like cut-outs in each letter. One’s imagination is able to fill the gaps which gave the identity a magical and dynamic quality.
University of Johannesburg