Billy Wilder was an Austrian-born filmmaker and screenwriter. His career in Hollywood spanned five decades, and he is regarded as one of the most brilliant and versatile filmmakers of Classic Hollywood cinema. The MIS Museum in Brazil is organizing a special exhibition about Billy Wilder. Our challenge in this competition was to build an identity for this exhibit that would make the target audience curious about Billy Wilder.

As we explored Billy Wilder's identity, we identified three notable keywords. 1. Humor: Billy Wilder's sense of humor spans a wide range of genres, including drama, film noir, and comedy. Critics praise him for his witty satire bringing light and humor even to dark subject matters. 2. Critical: Wilder is an outspoken and cynical man, with a keen eye for the absurdities of the world and a sharp ability to criticize them. 3. Brilliant screenwriting: His screenplays have a dense structure, and his dialogue is known for being sharp and witty. Rather than defining Billy Wilder by genre, it is more appropriate to introduce him as a filmmaker with the aforementioned duality of humor and criticism. We have given Billy Wilder the attributes of an observer in this exhibition graphic, giving him an expanded exhibition theme of 'The Two Perspectives of Billy Wilder'.

The 'B' and 'W' seen in the title design symbolize Billy Wilder's iconic glasses, combined with the Quotation Marks to signify his screenwriting prowess. With this logotype, we wanted to draw attention not only to his famous scenes, but also to the director himself and his screenplays. The round form of the quotation marks in the 'B' of the title symbolize his curious and humorous way of looking at the world through his glasses; the form 'ILLY' also represents his humorous attributes; the sharp lines in 'W' as well as ‘ILDER’ represents his sharp and critical view of the world. When the title design is used on posters, OOH, etc. it can be combined perpendicularly to act as a frame for the image. Starting from the two pairs of glasses, Billy wilder’s gaze is visualized through a color triangle looking at each scene.