Mastering the Art of Show Logos
The first graphic design job required for film production is the show logo.
Beginners Series - Part 6
The show’s logo is one of the first jobs the film graphic designer will design. It’s not a logo for marketing the television or film; it will be used for production administration. The show might require a brand-new logo design. Or, a previous logo might be redesigned each season of a tv show.
Here is what you need to know about the production show logo.
TABLE OF CONTENTS
THE SHOW LOGO
WHAT’S A DASH CARD
SHOW LOGO DESIGN
The Show Production Logo is for the crew, not the public. It’s an important design that requires approval from the producers, director, production designer, and possibly the actors and writers (if they are also producers). The logo is the most important design that will never be on camera.
The name of the Film or TV show isn’t always used while shooting; the production might use a codename. Here are a few examples ‘The Batman’ was codename ‘Vengence,’ ‘Avengers: Infinity War’ was codename ‘Mary Lou,’ and ‘Deadpool’ was codename ‘Wham.’
Whether the logo design is for a show codename or the actual show name, it needs to reflect the film or television series genre.
The other scenario is when the Film or TV show is based on source material, like a novel or comic book, or closely inspired by it. The challenge here is the original art files will not be available. So instead, you will have to recreate the design.
Logos are saved as an eps, jpg, and png in black + and white color and distributed to various departments.
An approved logo will find its way onto all the show’s production documents, schedules and daily memos, location signs, production office crew names, lanyards, crew parking spots, cast and crew chair backs, clapper board, the dailies, the art department concept boards and drawings for distribution, it might be on the crew gift and on the dash card.
Random crew, you will likely never see again, will pop into your space and ask, “Are the dash cards done yet?”
WHAT IS A DASH CARD?
The dash card (or dashboard pass) is a small card or sticker that goes in a crew member’s car window when working on the production. And it must be designed and ready to distribute to the crew before the first day of shooting.
Above are examples of older dash cards I found on an auction site. These are not easily found on the internet.
A new dash card includes the show logo, the main production office phone number, and a number assigned to each crew member and vehicle.
Dash cards come in different sizes and materials:
A dashboard pass is about 14 x 6 inches, printed on card stock, and might be laminated. Most likely, it is produced in the art department. This is the type distributed to teamsters for bigger trucks.
A window-cling or clear sticky-back Dash Cards are smaller, about 4 x 3 inches.
Window-cling dash cards are easier to remove but also roll up and fall off in extreme weather conditions.
A sticky-back dash card will stick to a windshield very well, maybe too well. Sometimes dash cards are hard to remove. Also, you get one chance to stick it to your windshield straight. Where she sticks is where she stays.
Everyone has a preference on what material to print a dash card on; make sure you know which one your productions prefer before you send it off to print.
“The Godfather” logo is an example of a show logo made from an existing book cover design. It’s not exactly the same logo, but it is close.
This original book jacket for “The Godfather” was designed by Neil Fujita. (See more of his work here) The text is avant-garde, a heavy, Gothic-looking typeface. The top of the “G” and “d” are connected to emphasize the first three letters in the title. Above, a disembodied hand holds an X-shaped control bar attached to the word “Godfather” with a puppeteer’s strings.
The show logo is essential to the graphic designer's job at the start of any production.
Next week we continue the Beginner’s Series. Design Process and Approvals: Steps, Process, and Common page layouts.