Behind the scenes of the BAFTA ident

Format.Ldn recently created this innovative new ident for the British Academy of Film and Television Arts (BAFTA). "It was a complicated project," creative director David Jackson says, "as there really was no brief."

The London-based graphic and motion design specialists eventually decided on a technique which involved scanning the iconic BAFTA award in 3D. This allowed a detailed capture of the gold theatrical mask created in 1955 by US sculptor Mitzi Cunliffe.

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