A ray of light travels through space, slowly taking an unknown form that builds up into the characters U, T and V. The words 'UTV Motion Pictures' perched on a globe comes into focus with the sign-off line going - Production and Distribution.
Dynamic logos are not a new phenomenon with film production/distribution companies. The trend goes back to the 1940s when filmmaker Raj Kapoor decided to freeze the image of a passionate Nargis falling into his arms in 'Barsaat' in a signature logo with RK Films below it.
Internationally, Hollywood studios have had their own identities that have enabled viewers over the years to differentiate one brand from another. Thus Warner's big 'W' is as distinct as Columbia Tristar's Lady in blue, who holds a torch to MGM's roaring lion. These logos evoke instant recall, epitomising the brand.
In India, barring a few production houses, the general trend has been to depict images of gods and goddesses, while introducing the company. Of late, new-age production houses are seeing the need for a consistent visual representation on the lines of their counterparts abroad.
UTV Motion Pictures belongs to this category. The company recently animated its logo, which was launched during the release of its co-production Swades a month ago.
Done in conjunction with Leo Entertainment, the film marketing arm of Leo Burnett, the exercise took three months to be completed. Leo Entertainment created the storyboard, while UTV executed the animation.
According to Alpana Mishra, business head, Leo Entertainment, the project came its way during routine talks with the company. "We were in touch with UTV for certain other projects, when this project got initiated," she says.
"Essentially, UTV is a corporate entity in a space dominated by individual-led enterprises. This had to be communicated. The fact that it is a serious player and that its sights are global also comes across."
Created in 70-mm format, the logo will accompany every title release.
At the moment, UTV has nine productions in the offing, including Ram Gopal Varma's D, which is a prequel to Company; Vishal Bharadwaj's Blue Umbrella; and Chandan Arora's Main, Meri Patni Aur Woh. These three films are on the floor, while a few others are in the planning stage.
© 2005 agencyfaqs!