Frameline’s mission is to change the world through the power of queer cinema. As a media arts nonprofit, Frameline’s programs connect filmmakers and audiences in San Francisco and around the world. Mucho was commissioned to refresh the brand identity for Frameline and produce the creative for the 40th LGBTQ Film Festival. We wanted to create an identity that really resonated with the idea of inclusivity.
The resulting ‘frame’ logo with a capital ‘F’ and queer ‘L’ (as we like to refer to it), creates an image that becomes instantly recognizable, flexible—as it opens out to highlight type and imagery and works well at small sizes for social media applications.
‘Mucho delivered beyond Frameline’s wildest dreams — a new design aesthetic, both bold,
on-point and savvy, that propelled brand-
Frameline well into the future.’
Frances Wallace, Frameline
Mucho was delighted to be the Premier Creative Partner of Frameline40. Pairing the new logo with black and white photography of film props and clever copy by David Begler has resulted in a witty, yet sophisticated look and feel for the 2016 festival. Festival graphics were posted in Muni stations, bus sidings and on bus shelters around San Francisco.