Count the Clock
Brand Identity

Count the Clock Productions is a production company created by a team of Northwestern University filmmakers. Their namesake comes from a phrase coined by Shakespeare long before clocks were invented. To celebrate their two year anniversary, Count the Clock reached out to me for a brand identity representing  them as a studio defining the next generation of filmmaking.

Process

My initial explorations centered around circular motifs to suggest a ticking clock, and the golden ratio for its timelessness. Then, I proceeded to deconstruct the circle to emphasise movement.

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Logo

The logo is made up of two elements: The Eye and The Wordmark.

The Eye is a single color symbol comprised of 32 strokes of varying lengths and angles, arranged in two layers that form an orbital formation. The central ring symbolizes the 12 dials on a traditional timepiece. Surrounding it is a 20 dial symbol disintegrating at the sides. Together, they evoke an image of an eye while creating a sense of dimension, as if transporting the viewer through time. 

The wordmark is set in Avant Garde Condensed Book Bold.

The logo is made up of two elements: The Eye and The Wordmark.

The Eye is a single color symbol comprised of 32 strokes of varying lengths and angles, arranged in two layers that form an orbital formation. The central ring symbolizes the 12 dials on a traditional timepiece. Surrounding it is a 20 dial symbol disintegrating at the sides. Together, they evoke an image of an eye while creating a sense of dimension, as if transporting the viewer through time. 

The wordmark is set in Avant Garde Condensed Book Bold.

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The Frames

The Frames represent not only the passing of time, but also movie frames. They are constructed from The Eye, taking the top and bottom row of “lashes” and merging them into a wave-like shape. Through the use of frames, it is possible to create texture and draw emphasis to key elements in an image. 

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Animation

Finally, I brought the logo to life for use before or during the credits of a film.

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