Marvel Enterprises hoped to distill its identity into an animated moment in time that would fuse Marvel’s illustrious comic book history and its current film projects, while making an emotive connection with its audience. IF’s solution was a flipbook-style animation that transforms into typography, ultimately forming the Marvel logotype. The animation provides a modular, customized structure and serves as a point of interface between Marvel and its multi generational audience. By imitating the act of reading comic books, IF dimensionalizes the piece and the brand both visually and conceptually, in form and content.
