Friends of AFA

Client ︎︎︎ Asian Film Archive
Year ︎︎︎ 2020
Service ︎︎︎ Branding

Friends of AFA is a membership program introduced by the Asian Film Archive to encourage patronage of their regular film programmes. We were tasked to develop a visual identity that covers print collaterals and digital assets.

The logotype seeks to convey a sense of friendship and is typeset in a bold san serif typeface accompanied by a contrasting serif typeface with organic curves. The letter ‘of’, typeset in a serif typeface, is intertwined with the san serif letters to invite and bring ‘Friends’—the audience and ‘AFA’—the archive together. Accompanying the logotype is a set of three graphical symbols carefully designed to represent three different membership tiers (Explorer, Advocate and Friend).