LingeFilm is the cinema of the Dutch town Geldermalsen and her surrounding villages. LingeFilm shows films for a wide audience, from art house movies to blockbusters. In addition to the weekly screenings, LingeFilm offers their visitors a film plus program with a meal, activity for children or an autism-friendly film. This non-profit organisation was founded in 2004 and is lead by 50 volunteers.
Brand Research
LingeFilm was preparing to move to a new location in September 2015. The move was a perfect chance to let Dutch Portfolio renew the corporate identity and research their target group. At Dutch Portfolio we explore an organisation with the help of several tools. Two of these are the Business Model Canvas and the Brand Canvas.
During the search of a new identity for LingeFilm, we focused at different aspects of the organisation including the personality and vision. What are the unique values that LingeFilm offers their audience? Then we explored their target group. What type of relationship does LingeFilm have with them and which channels do they use? After the research we started with exploring the visual elements of the corporate identity, like colour, shape and fonts.
Dynamic Identity
The research into the identity of LingeFilm revealed that the location in Geldermalsen and the nearby surrounding villages are an important aspect for the organisation. Also the river 'de Linge' is an essential part of the identity. To capture all these aspects Dutch Portfolio designed a dynamic identity consisting 11 logos, one for each village. Each logo contains the name ‘LingeFilm’ and has his own shape, referring to the location of that village at 'de Linge'.
The ‘L’ and ‘F’ form the base of the brand identity. Depending on the medium these letters are placed in the corners, framing the content. For example on film posters. This is an important way to promote new movies. The elements also come back in for example the website, the membership card and the newsletter.
“We are very happy with the new identity of LingeFilm. My compliments to Dutch Portfolio. They can be proud at this project!” — Loïs van Erkel, Secretary, Coordinator KIDS & PR LingeFilm
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