Zoetropes, Oscilloscopes & Skylines Inspire Lorton Entertainment's New Identity

Brand & Deliver has created a complete brand identity system for Lorton Entertainment, one of London’s premier film and entertainment financing companies which funded and distributed the recent British hit Hello Carter.

The new identity encompasses a family of related brands and assets across all mediums plus an inaugural animated ident for the company’s filmed entertainment releases. The identity’s flexibility allows multiple opportunities to display cinematic imagery without complicating the photographic assets or losing the impact of the brand.

Brand & Deliver, which has a long history of working with major studios such as Sony Pictures and Universal International, has taken inspiration from Lorton’s values and their unique positioning. Three core elements combine to create the final mark, a journey visualised through the abstract treatment of the ident. 

B&D Design Director Rob Pratt said: “As a financial force behind the British film industry it was important to represent the City of London skyline, whilst acknowledging a sense of flexibility and measurement through the subtle representation of an oscilloscope wave form. The third element takes inspiration from the zoetrope, the earliest and purest form of moving image, and a way to convey the importance of motion, in film and in business.” 

A spokesperson form Lorton Entertainment said: “It was essential for us to be seen as both creatively cutting edge whilst maintaining a sense of strength and reliability, important values to communicate for the City. We expected something special having seen the early development at pitch stage, but the fulfilment has exceeded our expectations. It’s an identity that does exactly what we want it to do – appealing to multiple audiences, with a powerful and modern look whilst feeling like a icon that will last a lifetime.”