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Critiquing the Major Film Studio Logos

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About 90% of the money paid to see a movie in North America goes toward one produced or distributed by one of the six “major” film studios. These are mega-profitable, highly visible corporations that nevertheless usually don’t have a lot of brand distinction between them. A movie is a movie is a movie, for the most part, and I don’t know anyone in today’s world who associates any one major with a particular type or quality of product (with the one exception probably being Disney). Yet each company has a rich history and an identity they try to convey to indifferent viewers, probably more for the sake of tradition and corporate pride than for advertising or branding purposes. The way they do that is through their animated logos which they slap in front of their releases. I decided to examine these little-scrutinized industry totems and review those of the six majors. Here are my conclusions:

Columbia Pictures

“Columbia” dresses up as a Men in Black.

Columbia’s logos over the years have varied as to whether they zoom in to or out of the torch’s light, but all have featured “Columbia,” who looks exactly like Annette Bening, and is supposed to be a female personification of the United States. (A little ironic for a studio owned today by Japanese conglomerate Sony.) The latest iteration, which has been in place since the early ’90s, contains some rich detail and color, especially in the clouds. I think it would be cool if those clouds were animated to move in a more noticeable way, but it’s still an impressive feat to make clouds so visually interesting. This logo also features a lens flare big enough to embarrass J.J. Abrams, which was certainly not the case in the logo’s early years, when lens flare was thought of as an unacceptable error rather than the cinematographic weapon it is today. Although the scene is presented about as attractively as it can be, this logo feels a little off to me. Its patriotism, even after being toned down—the blue drape Columbia holds used to be an American flag—doesn’t seem all that relevant to the idea of movies; the symbol isn’t evocative of much other than silver dollars and World War I propaganda. I really like, however, how the studio lets their mascot have fun: She wears sunglasses and holds a neuralyzer for Men in Black, and in a bizarre meta-joke, had her face replaced with that of the real Annette Bening for her 2000 film What Planet Are You From.

Paramount Pictures

Like most of the logos in this list (movie studios rarely go with a full re-brand, I’ve discovered), the Paramount logo has changed from one variation to another of the same theme for the entirety of the studio’s existence. I had always assumed the mountain depicted was supposed to be the Matterhorn, but it’s a bit too misshapen, and possibly a bit too associated with another company, to be it. The logo’s original designer was a Utah native and many have suggested it could have been inspired by any number of peaks in the Wasatch Range. But if there’s one mountain in the world that most resembles the Paramount peak’s current form, it has to be Peru’s Artesonraju. Anyway, the identity of the mountain is irrelevant; the question is, how does it function as a logo? I would say this logo does a lot with relatively little, and the stars that ring the mountain are the unsung heroes here. For decades, their appearance came spontaneously. Starting in 1986, they approached from downstage right. And after 2002, they descended from the heavens. As you can see in the logo above, the new 100th anniversary one adds some new wrinkles including the stars taking a meandering, leisurely skip across a lake and a bright sun in back of the mountain. I give Paramount credit for making such an obtuse, formerly static symbol interesting. It doesn’t have much to do with movies or anything else really, but something about it just feels right.

Twentieth Century Fox

The monument topped with a huge “20th” predates the company itself, as it was originally used by Twentieth Century Pictures before its merger with Fox Films in 1935. The gleaming Art Deco colossus is a splendid thing to center a movie studio logo around, because it belongs to a certain design era that everyone associates with Classical Hollywood. Until 1994, the image was stationary; only after then was the twirling view of a CGI Los Angeles cityscape introduced. The first iteration included a number of easter eggs to be found in the signage on buildings, including, for instance, “Murdoch’s Department Store.” The version seen above was updated within the last few years but is largely unchanged, as the most visible difference to the old CGI one is the addition of palm trees surrounding the spotlights. I’m wholly in support of this. The more classic Hollywood tropes they can cram in there, the better. I like this logo a lot because it’s sort of like a slightly more reality-bound version of the new Disney one. In this case the fantasy world isn’t one of medieval legend but an idealized, romantic Hollywood, and it feels alive, with individual buildings and moving cars and the Hollywood sign. I think they could probably do more with the idea—how about throwing in a majestic old movie palace marquee or two?—but I still think this is one of the best studio logos there is.

Universal Studios

This is one logo that has benefited a lot from the development of CGI in my opinion. Its extraterrestrial vantage point was ambitious when it became the first still-operating American film studio to be founded in 1912 (beating Paramount by a few months); early renditions of the logo were obviously of the scale model-on-a-matte-background variety, and it stayed that way pretty much until the ’90s. It was only then that the magic of 0s and 1s could provide the vivid detail we see today. The 100th anniversary logo seen above takes, aside from the huge interstellar cloud it has the Earth residing in front of, a very realistic approach to to the globe. This includes depicting the luminescent signs of human inhabitance, a decision that I’m not sure how I feel about. For sheer aesthetics, I think I preferred the late ’90s and ’00s version with an Earth that was shimmering with white light and comprised of the brilliant rainbow of hues normally reserved for topographical maps. To its credit though, the new one is a tiny bit less Americentric, as it doesn’t conclude with North America perfectly centered. (The Earthcentrism of the company’s name referencing the universe but only focusing on our planet is another issue.) All in all, this is definitely a logo I can get behind. I like anything in space, the globe is an instantly recognizable icon, and the subtextual message—that through movies you can have a world of experiences—is a comforting one.

Walt Disney Pictures

The Disney logo of my youth holds a good deal of nostalgia but it was looking aged by the mid-2000s. Knowing nothing but the two-tone, two-dimensional representation of Disneyland’s Sleeping Beauty Castle, the 3D, flag-fluttering version that preceded Toy Story (and a few other Disney/Pixar films after it) was a bit of a shock. But nothing prepared us for the staggering orgy of color, sound and visual information contained within the current Disney logo. It starts in space, focusing on the star to be wished upon from Pinocchio, along with the “second star to the left” from Peter Pan. The camera swoops over an ocean, multiple rivers, an expansive network of small villages, a large sailing ship and a steam locomotive before settling before an amalgam of Sleeping Beauty Castle and Walt Disney World’s Cinderella Castle. I love this logo. If you look really closely, you can see numerous individual buildings and trees, a network of roads, docks extending into the rivers, another faraway castle-like structure, and an entirely different landmass beyond the sea. On its bad days, Disney can feel sterile and like a soulless simplification of everything; that feeling is not to be found in this logo. it presents a breathing universe that represents Disney’s position as a modern custodian of timeworn myths and implies that that universe can be explored and lived in rather than only known of at the basest level. Essentially, I want to play an open-world video game taking place inside the Disney logo, and I’m impressed when any 30-second clip of anything gives me that feeling.

Warner Bros.

Unfortunately, I think there is a clear last place among the six majors’ logos, and it is occupied by Warner Bros. Although they’ve gone through some interesting minimalist periods, the gold shield as we see today has been pretty much the same as long as it’s been their logo. I have a number of issues with it, and the fact that it’s hard not to think of Looney Tunes when looking at it is the least of them. Biggest of all is the opening view of the sequence, in which we see a warped, gold-stained aerial shot of what I presume are Warner’s studios. Like I mentioned with the Fox logo, I applaud attempts to showcase imagery that evoke the essence of Hollywood. But this one fails because there’s nothing romantic, exciting or emotionally resonant about looking at row upon row of warehouse-like soundstages, even if they are where the proverbial magic is made. And it doesn’t help that the image is probably too distant to look like anything identifiable anyway unless you are really concentrating, which you are not, unless you are scrutinizing it on YouTube in order to blog about it. Another problem with this logo is the sky background. Columbia proved that with CGI you can make clouds look amazing. So why is Warner still rolling with what looks like a matte painting from the ’40s? It’s jarring, especially since the shield itself has had a 3D, CGI sheen since 1998. I don’t think this logo concept provides very much to work with compared to some of the others, but I still think WB is really dropping the ball here.

Well, that ends my review of the Big Six, though there are dozens more logos like them in the wide world of film production and distribution, including a few real gems. I think my personal favorite might be that of Skydance Productions, which, for some beautifully inexplicable reason, shows the letters of its name being released into zero-gravity space by elaborate vice-crane contraptions in the vicinity of the Sun. I’m also a big fan of those of Marvel and DC, which in my estimation express a similar idea—the mythmaking power of the comics medium—in admirably different ways: Marvel by overwhelming the screen with the vastness of its canon, and DC by showing rays of weightiness emanating from those iconic building blocks of comics, the Ben-Day dots. Hollywood has been owing much to these companies lately, and I think it could learn a lot from their movie logos too.

Art, Physics, and Your Place in the Omniverse

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This surreal moment—in which Michael Scott (of the American version of “The Office”) meets David Brent (of the British version)—took place on the American one recently. I thought it was hilarious and apt that they form a hug-worthy bond within seconds of meeting. This was due, I assumed, to them basically being the same person, thrust together by the most divine of chances.

On the website I first saw this at, Nikki’s Finke’s Deadline Hollywood, a commenter named cookmeyer1970 took a less breezy view of it. Although they said they ultimately enjoyed it, they began by saying:

I was very much against this (the two series shared practically the same script for an episode as well as duplicate characters making it, in my opinion, two parallel universes that shouldn’t cross)…

I don’t think the issue of “duplicate characters” really has to come into play—most of the American characters that were adapted from British ones are done so pretty roughly, and even Michael and David have their differences. And by this point, the American show (which has aired 140 episodes) has created a whole swarm of characters that have no equivalent on the British show (which aired 14). But I admit I hadn’t thought about the fact that the first episodes of the two series are identical nearly line-to-line.

Does a fact like that firmly establish that the two “Offices” could not possibly exist within the same plane of being? Should Scott and Brent have destroyed each other like matter and anti-matter the instant they ran into each other?

From a practical standpoint, my answer was: I don’t care. It goes without saying that virtually any TV series requires suspension of disbelief, and as far as potential inconsistencies go, I realize this might be one of the most obscure, technical ones ever. But from a theoretical perspective, I think it’s quite interesting to consider.

You sometimes hear about “the universe” of a particular film, TV series, book, or other work of art. Some of these universes are extremely obvious. Clearly the universe of, say, “The Lord of the Rings” is not our own. But the truth is that literally all stories, even those that might appear firmly grounded in reality, create their own universe that necessarily cannot be the same as our own.

For instance, look at “The West Wing.” Despite relying on ripped-from-the-headlines political issues for much of its drama and intellectual substance, not to mention frequently discussing U.S. history and governmental minutiae, the world it depicted was in some ways as alien as Middle Earth. The show established that Nixon was the last real president its universe shared with ours, and despite incorporating real foreign states into storylines all the time, also invented the countries of “Qumar” and “Equatorial Kundu” to stand in for generalized representations of the Middle East and Africa, respectively. (It also presented a universe in which every human is capable of delivering a searingly witty riposte without a second’s hesitation at any given moment and for any given situation, but that’s another issue.)

Does this mean we should consider “The West Wing” a fantasy? Certainly not. Does it mean we can’t appreciate the voluminous amount it has to say about the real issues in our world? Not in the least. But it’s not our universe, and actually it’s not even particularly close to being our universe.

The divergence point for the universe of a movie or TV show can come from an even more elementary source. Consider the fact that in the universe of any work that involves actors playing characters, it would be fair to assume the actors don’t exist within that work’s universe. The most brilliant, succinct explanation of this concept is found in the underrated existential action comedy “Last Action Hero,” when a kid enters the universe of a Schwarzenegger film. He finds that in a world without Arnold, logic dictates that the Terminator could very well have been played by Sylvester Stallone.

If I remember correctly, there was also a joke on “Seinfeld” once in which Frank Costanza reads about Jerry Stiller dying. This would prove that actors on a show could possibly still exist within that show’s universe, as odd as it would be for George Costanza’s perfect doppelganger to exist and for him to be an actor to boot. But the bottom line is, it wouldn’t be a joke if that wasn’t the case—and it’s only the case in the “Seinfeld” universe.

This idea is a overlapping concept between art and quantum mechanics. They many-worlds interpretation is too complicated, certainly for me, and possibly for anyone, to fully understand, but the basic principle is that every possible outcome of every possible divergence point exists in a universe somewhere within the “multiverse.” In other words, every single thing that could happen does happen, and it creates a new universe when it does. Does this mean that every choice the author of a work of fiction makes determines what real universe, out there amongst countless others, they end up describing? Who’s to say?

(By the way, it’s worth mentioning that the multiverse is, theoretically anyway, not the be-all and end-all. It is “simply” the collection of possible quantum configurations of our universe; it’s conceivable that there are more multiverses, as well as multiverse-type realms in other dimensions, that we don’t understand. The collection of everything, anytime, anywhere, in any dimension, is referred to as the “omniverse.”)

This panel depicting the DC Comics character the Flash existing in different forms in different universes illustrates the "many worlds" concept.

The medium that has undoubtedly explored this concept the most is comic books. Both DC Comics and Marvel Comics have made explicit references to the many-worlds idea and have taken advantage of it in far more ways than just depicting characters with superpowers. They’ve had DC and Marvel characters fighting each other, transported their characters into the Renaissance, and imagined what it would be like if Superman had landed in the Soviet Union rather than America. There was even a storyline in which the Fantastic Four made their way to our Earth, in which Marvel Comics is a company that produces stories about them, to beg “God” (author Jack Kirby) to save a particular character’s life. This is all while within the many-worlds framework, which ends up being an elegant solution to any potential continuity problems—and, incredibly, a scientifically plausible one at that.

I really like the idea that every story that has ever been conceived is part of the actual omniverse. Everything that you have ever imagined has happened. So when it comes to “The Office,” why can’t two office managers, who presided over an episode-long period of strikingly identical events, exist together? It doesn’t make much sense in our universe, but in the “Office” universe? Why not?

The only point I want to make here is this: You can look at the creation of art and fiction as wondrous, magical even, and I certainly do. But you can also look at it in terms of tapping into the most incredible potential realities that science tells us could exist. And I think that’s pretty damn cool.

One of the most amazing stories of “Star Trek” is a Deep Space Nine episode, “Far Beyond the Stars,” in which Captain Sisko has visions of himself as a sci-fi writer struggling to get his stories—about space station Deep Space Nine and its commanding officer, Ben Sisko—published in segregated America. Even if racist editors prevent his work from being published, he insists, his creations still exist because “you can’t destroy an idea.”