TORONTO, Nov. 8 /CNW/ – The Canadian Film Centre proudly presented its new "CFC" brand identity today, at a press conference held on the grounds of the Windfields Estate (www.cfccreates.com/launch). The brand launch marks a significant turning point for the organization as it expands into its next stage of growth, and embarks on a progressive strategic plan to enhance and diversify its offerings. As part of the presentation the CFC also announced the creation of the new NBC Universal Multiplatform Program; an advanced training program that will aim to seed the growth of original multiplatform productions in Canada.
The launch is the culmination of an extensive two-year strategic project undertaken by the Canadian Film Centre, in association with: Chemistry Corporation to develop the brand strategy, and TAXI to build the brand identity. Barry Patterson, the CFC’s Director, Marketing and Communications observed, "The new identity is contemporary, inventive and engaging. The CFC has kept pace with change and had all the ingredients to tell a good story, but our identity needed to have more clarity to position us for future growth."
The first swiveled "C" in the new logo is meant to represent the CFC’s reciprocal open doors; both for new residents to enter, and for alumni and industry to return and collaborate on the next generation of ground-breaking entertainment. According to Slawko Klymkiw, Executive Director, Canadian Film Centre, "The new CFC identity embodies the evolution of the CFC as a contemporary institution, and better reflects the organization that we are today: Canada’s largest advanced-training institution for film, TV and new media, professionals. As we embark on our new strategic plan, the new brand also signifies the CFC’s progression into the future." In addition, the identity concept will be used as a canvas to showcase the CFC’s alumni-produced work. All corporate collateral will feature project photographs from each of the CFC sub-brands: CFC Film, CFC TV, CFC Media Lab(Formerly Canadian Film Centre’s Habitat New Media Lab), and will be used as a background. Each canvas will display a special url that directs people to the project’s page, on a newly created CFC website: www.cfccreates.com.
The CFC’s fresh brand identity is rolling out as the organization embarks on an ambitious strategic plan that includes launching the new NBC Universal Multiplatform Program. Developed by the CFC Media Lab, the program’s aim is to grow and innovate Canada’s audio visual industry and culture. "NBC Universal commends the CFC for its foresight and commitment to nurturing the evolution of entertainment. As a leader in the industry, we look forward to collaborating with Canada’s future innovators", said Ron Suter, Senior Vice President NBC Universal Canada. Commencing in 2007, the NBC Universal Multiplatform Program will provide investment, creative strategy, production support, mentorship, and knowledge sharing to companies who are interested in developing and implementing a multiplatform strategy from the outset of project development.
The NBC Universal Multiplatform Program is just the first of several other initiatives in the works at the CFC, including: international co-production and script development, an actor’s conservatory, an enhanced feature film program and interactive cinema. The organization is also seeking out new opportunities nationally and internationally to actively promote and invest in film, television and new media work, and will carry on with current activities that support and foster Canada’s talent.