MIS is renowned for its immersive exhibitions celebrating icons of cinema, music, and visual arts. It has a distinguished history of showcasing thematic genres and cinematic legends such as François Truffaut and Alfred Hitchcock. Now, it is turning its focus on Billy Wilder, with the intention of creating an exhibition visual identity that can bridge the gap between well known movies and scenes with the man that created them.

Truth is, despite being known for his distinctive narrative style and timeless contributions to Hollywood cinema, Wilder remains a figure whose name isn’t as widely recognized as the scenes and stars of his films.

This exhibition aims to change that by illuminating Wilder’s directorial genius and narrative impact, with a compelling exploration of his cinematic legacy for both longtime cinephiles and new audiences alike.

Billy Wilder chose to never be in the spotlight. Instead, he was always the one shining it on what mattered most: actors, stories, and emotions. However, despite crafting films and scenes that everybody knows around the world, Wilder’s choice to remain in the background has cast his name in shadow, hidden behind his stories and the stars that acted in them. So, to get him out of the shadow and invert this, we decided to invert this spotlight back to him. Letting people see, and discover, the man behind so many great stories. Using light as the connecting line between his work and Billy himself.

Brand Relevance:

This idea ties with MIS’s commitment to exploring untold stories within cinema. Focusing on untold aspects of Billy and his storytelling, the exhibition not only honors his legacy but also MIS’s dedication to showcasing the lesser-known aspect of iconic figures in film history.

To develop this identity, we expanded on the concept of the spotlight, creating a custom logotype that emphasizes the significance of Billy Wilder. The design incorporates dynamic shapes and colors that evoke the effect of a spotlight quickly shifting to highlight the man behind the camera. The main logo and its icon are predominantly in black and white, paying homage to Wilder's earlier films. We also wanted to ensure the logo's versatility, reflecting one of Billy Wilder's defining traits. As long as you don't stretch, pull, or change the overall appearance of the logo, you can place it anywhere.