As one of Brazil’s leading museums showcasing thematic exhibitions focused on image and sound, MIS(Museum of Image and Sound) in São Paulo is now planning its next big event: a comprehensive exhibition displaying the works of the iconic Hollywood director Billy Wilder.

The objective for this project was to create a graphic identity for the exhibition that sparks the curiosity of a diverse and large audience, drawing them in to learn more about the man behind the name—Billy Wilder.


Throughout his career, Billy Wilder was behind some of the most famous and successful films of our time, yet many people are somewhat unaware of him as a director. The recognizability of the majority of Billy Wilder’s characters became evident, with even their silhouettes being well known to many.


The recognizability of the majority of Billy Wilder’s characters became evident, with even their silhouettes being well known to many.

We're turning the tables, letting the iconic characters from Wilder's films take a step back so Billy himself can shine in the spotlight.

By stripping away everything but the silhouettes of his characters, we highlight the true essence of his artistry. At the same time Wilder's name seamlessly blends with the visuals, creating an immersive experience that truly honours his work whilst still keeping him in focus.

By being a bold, yet minimal in it’s expression the design leaves room for what’s important—Billy Wilder. The general expression draws inspiration from the 1950s and uses subtle nods in color and typography to capture the soul of this era, whilst still keeping it modern and contemporary.

The centerpiece is the logotype, placed within a "camera focus frame," symbolically highlighting Wilder's name. Surrounding this are silhouettes of iconic characters from Wilder’s films, both in still and moving forms, creating an immersive and captivating experience to spark viewers curiosity.

The identity serves as a supportive framework for the expressive exhibition itself, ensuring it enhances rather than overshadows Wilder’s artistry. With its dynamic qualities, the identity can be subtly effective using only the logo, yet truly expressive when all visual elements are combined. This versatility allows it to work effectively across various mediums, from print to digital applications.