The six idents, titled “Reaction,” “Ice,” “Strings,” “Reflections,” and “Blocks,” were created through a real collaboration of the whole Mill+ design studio. Each one is unique and represents the ukmva logo in a dynamic and unexpected way. 

Co-Director Ivo Sousa explains ‘The team at the ukmva’s asked us to come up with a series of interpretations loosely based around the existing soundwave logo. The exciting thing about this brief was there were no typical brand guidelines or restrictions and this allowed the team to get very creative. The project was opened up to the entire design team which meant a wonderful opportunity for an entire studio collaboration.’ 

The dynamic feel of these idents comes partly from the mixed use of 3D and live action shots, which merge together seamlessly to form the logo in these imagined worlds.

Furthermore these idents were used for more than for the show itself – stills from them were used to brand all information for the awards. This was a complex project with a very open brief, and The Mill+ team delivered an interesting and beautiful finished product.