A logo bumper for American Cinematographer.

When the American Society of Cinematographers came to DeFabio Design for an animated logo reveal we wrestled with possible thematic and visual notions like sketching the logo on a storyboard (not exactly what cinematographers do) or seeing the logo distorted through different lenses (closer perhaps). Using an old-time, almost sepia film countdown seemed too....past tense. As if that's where AC had been but not where it stood today. But the idea proved to be a good start so long as we bridged from that into the modern era of digitally captured movies. A little bit of sound design helped that transition along and suddenly we were no longer emphasizing the past but celebrating a long history that continues to be written with the best of old and new tools.