“Unlike other filmmakers, Mr Wilder isn’t as famous as some iconic scenes from his movies.”

— From the brief


The Museu da Imagem e do Som (MIS) in São Paulo is unveiling an authorial exhibition dedicated to the iconic filmmaker Billy Wilder.

Unlike other directors, Wilder's work is celebrated for its invisible craft, where the brilliance of his storytelling often overshadows his personal fame.

The brief requires an eye-catching visual identity that introduces Wilder to new audiences while celebrating his iconic legacy.

The objectives are to create a versatile exhibition identity that resonates with a wide audience: cinema enthusiasts, students, and families alike.

The project revolves around the development of a comprehensive brand identity system, adaptable for various applications, both digital and physical, ensuring a consistent and immersive visitor experience.

“Even without knowing this name, I can identify this scene/icon, and I want to learn more about it.”

— From the brief

The solution focuses on celebrating Billy Wilder’s remarkable ability to create iconic moments, rather than bestowing upon him a faux hero status. The visual identity for "Billy Wilder: The Man Behind the Icons" leans into this core aspect of his craft.

The design employs a literal approach by using well-known icons from Wilder’s films to capture attention and intrigue viewers. This approach reflects Wilder’s philosophy of letting his work speak for itself, resonating with both the exhibition's pay-off and its visuals.

By integrating icons with images and text, the design creates engaging, layered visuals that appeal to a diverse demographic, inviting both seasoned cinephiles and new audiences to explore Wilder’s legacy.

This approach ensures relevance by highlighting the impact of Wilder's iconic body of work on popular culture.

“We’re looking for a design concept that has stopping power”

— From the brief

The design features silhouettes of Wilder's iconic movie moments, serving as versatile elements and supergraphics throughout the identity.

These visual elements are supported by the Helvetica Now superfamily of fonts, chosen for its simplicity and versatility, reminiscent of the work of Wilder himself.

The logo lockup consists of "Billy" and "Wilder," alongside a square — a container embodying the Academy screen ratio of 1.375:1 that Wilder worked with, which is activated to dynamically showcase icons, messaging, and framing imagery.

Vibrant colors are employed to contrast the classic black-and-white visuals, reminiscent of the dynamic color schemes seen in classic film posters.

Design applications range from the museum facade, promotional materials, so-me, and merchandise, to new and unexpected collaborations. The applications maintain a balance between modern appeal and classic homage, capturing the timeless essence of Wilder's iconic legacy.