A Museum of Image and Sound, located in Sao Paulo, has been at the forefront of showcasing thematic exhibitions about celebrated cinema legends such as Tim Burton, Francois Truffaut, and Alfred Hitchcock. Although Billy Wilder is one of the legendary directors, his name is not as well-known as the scenes or characters from his films. Everybody has seen a picture, a frame, or a video of Marilyn Monroe in a white dress blowing in the wind over a subway grate – well, that was directed by him.

Our task is to develop a visual identity for the new authorial master exhibition that creates an immediate connection between the audience and the exhibition, while also introducing the name 'Billy Wilder.' The concept needs to be unique, innovative, and surprising, yet simple and compact enough to stand out even on a pencil.

Billy Wilder was one of the greatest. Maybe his name is not so well-known, maybe his face is not so recognizable, but almost everybody can identify his scenes or the aura he created in his films. His genius and character hide within the film's atmosphere, in the small details. You can sense his presence in the scenes, in the way they are executed. He doesn't intrude, he's not overt, yet you feel that he is behind the production. This is the feeling we wanted to convey in the logo.

This exhibition connects old themes with a new interpretation: this is what we aimed to implement in this design concept, so we added a twist to his era inspired typography. As soon as someone looks at it, they immediately start decoding the message – and thus, an instant engagement is created between the viewer and the design. You feel it too,right?

We believe that negative space helps us communicate our ideas in the most effective way. The silhouette of Wilder hiding among the letters represents the person behind his popular and famous productions. Our logo is versatile: for clarity, we will use a simplified version on smaller gift items. Billy Wilder's entire film repertoire influenced not only our font choice but also our color selection: this shade of orange is vibrant and energetic. It draws attention and can evoke feelings of excitement and creativity.

Where necessary, the concept can be supplemented with a subheadline to help place the exhibition in context even more. "Reveal the director behind" can be used in multiple ways. In social posts, we showcase scenes and characters created by Billy Wilder. At the museum entrance, we use it literally: viewing the poster from a different angle reveals the real face behind the name.