For this project at the ArtCenter College of Design, the brief was to create a (fictional) brand new identity for the British Film Institute in South Bank, London. The new British Film Institute rebrand is a modernized archive for today’s British audiences and audiences around the world. Focusing on simplicity, the new identity is based off of the various cinematic screen ratios, with each variation of ratios being used as the ‘i’ in the mark. The mark can also work as just typography, typography and ratio forms, or the three ratio forms. The new identity evolves itself throughout the institution through various mediums in print – a monthly journal based off the institute’s notion of being a modern ‘archiv’- motion, and containers for information in posters and signage.