The idea of the logo was to reflect the essence of the phenomenon film – that is, time and movement. The logo is dynamic and fluctuant, and it seems to change according to context.
The inspiration for the logo came from the experience of old westerns. In these you sometimes get the impression that the wheels of the stagecoaches move and stand still at the same time. Just like the wheel of a stagecoach the letters in the word FILM are fragmented and recreated in different constellations – from the abstract to the recognisable.
The design programme was created by e-Types in 1998 and has since been further developed by The Danish Film Institute and Rasmus Koch Studio.