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AICP x COLLINS

Founded in 1972, AICP has long been the steward of companies that specialize in the magic of film and commercial production. Every year, they host the AICP Show at the Museum of Modern Art, a glittering tribute to the craft of visual storytelling — a celebration of creativity where tradition meets innovation under one iconic roof.

But in an industry where today’s innovations are tomorrow’s old news, AICP found itself standing at the crossroads of past and future. Virtual reality, augmented reality, digital landscapes — change was happening faster than anyone could say “cut.” So, they turned to COLLINS with a clear directive: reimagine their brand for a world that refuses to stand still. They needed an identity that could honor their storied past while providing a foundation to leap into the ever-evolving future.

We looked to the origins of 20th-century cinematography, when black and white ruled the screen, not as a limitation, but as a dramatic, high-contrast art form. This classic, enduring aesthetic became our muse. It wasn’t nostalgia we were after, but a design language that could bridge eras. The result was a visual identity that strips away the excess, leaving only the essentials: bold, dynamic, and unapologetically simple.

But simplicity, in this case, is not static. The new AICP mark is a shape-shifter, a bold gesture that can stand confidently on its own or be reinterpreted through dynamic combinations and animations, adapting effortlessly to whatever the next technological revolution throws its way.

In a field where reinvention is the norm, AICP now has a brand that is both timeless and ahead of its time—ready to navigate the future with the same flair it brought to the past.

Credits

Brian Collins

Jules Tardy

Esther Li

Gabe Benzur

Antonia Lazar

Matt Miller

Kristin Wilcha

Trollbäck+Company