![](https://freight.cargo.site/t/original/i/409f823b598442c6a9af66ce3ff68e53877092e4025232cbe82cf0312823857d/Animated-logo.gif)
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).
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).
![](https://freight.cargo.site/t/original/i/39d9b297262662731246218a99b5b52a18c631fed14c9052b197e9773f34a130/Friends-of-AFA-teaser.gif)
![](https://freight.cargo.site/t/original/i/4036f667b33435779d42f0c44e08309169601b6efb6487eac5acc76888f52fe8/Friends-of-AFA-launch.gif)
![](https://freight.cargo.site/t/original/i/bfabc8a0e48e8d6217b657ee85ee11ae7e4079ecc3c86f0a7802851e63d31208/Friends-of-AFA-reminder-option-3b.gif)
![](https://freight.cargo.site/t/original/i/a13eb3c56339a5af90f205d4bf1716c5b5bef8e7eb37dfbb8ab8c83f07f70b02/Friends-of-AFA_Christmas-Giveaway_IG.gif)
![](https://freight.cargo.site/t/original/i/a368baa483847d15d739a06ebe77c71ab2df0749995854f3b606439664e85afc/ig-Explorer.gif)
![](https://freight.cargo.site/t/original/i/509f598f63e2500737cc719b78ba66265272f13c24dbfbdc51e31043a7d601ce/ig-Supporter.gif)
![](https://freight.cargo.site/t/original/i/a66a484097062e51747d80a617e6962c9a7f0a06cbad3d76df42ea37ac05102e/ig-Friend.gif)
![](https://freight.cargo.site/t/original/i/0b13540f1f15dd388128bd922b57fabc7dcbbe41b478e8fa4d5c3b83fb5f9c25/ig-Partner-benefits.gif)
![](https://freight.cargo.site/t/original/i/fd60bec97d14c39dcdeab1d383ac96dbd1291c02d7511a2886e02f522e15c4c5/ig-Things-to-note-2.gif)