The Museu da Imagem e do Som (MIS) creates immersive experiences that showcase a diverse range of works from cinema, music, photography, and more. Their latest exhibition celebrates the achievements of Billy Wilder, a highly respected filmmaker. This exhibition features a series of experiential rooms based on selected movies, aiming to highlight Wilder’s significant contributions to cinema. The experience aims to delight, intrigue and educate its visitors. Although his films are iconic, Wilder’s name is not as widely recognised. A primary goal of this exhibition is to firmly establish Wilder’s name among the greats and educate viewers by connecting him to his celebrated work.

Billy Wilder’s movies brought a fresh perspective that was bold for its time. He had a unique outlook and challenged norms with his films. Billy once said “Think outside the door” which captivates what he strived for in his work. We wanted to capture this remarkable way of thinking and find a way to let viewers see the world through Billy Wilder’s lens and view things from his perspective. As this identity was to appeal to 18+, we wanted to ensure the brand felt modern and fresh, while still carrying through subtle influences of colour and type treatment to honour the period in which the films were produced. It’s hard to categorise Billy Wilder’s work, so we wanted to ensure that the identity was versatile, allowing it to house a multitude of work whilst keeping a consistent overarching tone.

The identity revolves around a graphic symbol inspired by Wilder’s iconic glasses and the viewfinder of a camera. This symbol frames iconic moments from Wilder’s movies, reflecting his meticulous consideration for these scenes. This flexible mark is used throughout the identity to highlight these cinematic moments, providing a glimpse into Wilder’s perspective during filming. The lens device is subtly integrated into the wordmark, symbolising Wilder’s preference for letting his work take centre stage.

The colour palette draws inspiration from the vibrant film posters of Wilder’s time, maintaining a fresh and relevant look. This varied palette allows the identity to be adjusted based on the desired tone, whether playful or informative. The typography is bold and powerful, echoing Wilder’s impactful work, with a historical nod to the lettering styles popular during his peak era.