Invicta, an undefeated brand identity design…

Invicta are a Berlin based movie finance company that needed a new identity. Their only guidelines were to be creative and get gritty with it, so they could feel at home with their identity, rather than feel like a stuffy corporate entity, so we did.

We researched the meaning of Invicta, which means undefeated/unconquered, very apt for our current recession. Having seen that this is a word with strong historic meaning to it, we decided to create a bespoke typographic logo, that would in itself be an avatar for the company. The logo was created using a solid modern typeface and then a gothic ‘I’ that lent itself very well to the feel we were trying to achieve was incorporated. This clean pristine logo, was then put through the wars by our talented designers, and came out looking like it had survived a few. This was great fun to develop further, after a lot of watching old war movies, a common theme we decided on that was slightly morbid, but in a sense it was the thing that always survived… the dogtag.

The business card design was the first thing we developed, after running a few iterations of these, we then decided to actually cut the cards into a dogtag shape using a very thick solid stock. Bullet dents were added to the dogtag that followed one side to the other to give a sense of continuity and realism. The letterhead then went on to use this platform to display the logo. The reverse of these were then covered in a slate grey texture that was battleworn using large geometric warning chevrons to break up the page. When Cannes came around we also created a pack of brushed aluminium dogtags, each with their own code depending on which movie they were interested in, these were handed out at their stand. When they visited the Invicta site and input a code on the tag, this would unlock a section displaying a behind the scenes, concept artwork section relevant to the tags’ movie.