This logo is directly associated with the cinema, as it depicts the first thing that the viewer sees when he enters the movie theatre: the rows of seats in front of the projection screen. This is a familiar image, which is understood by young and old, alike. The style is intentionally minimalistic and austere, so as to project the values of status and quality, which lie at the heart of Film Center’s philosophy. The contrast of black and white is dynamic and draws attention. At the same time it lends a charmingly retro tone to the logo design, by creating allusions to black and white cinema.

Silhouettes or image fields covered with a pile of straight sticks randomly dropped onto the surface. All of the lines are monoweight, and there is usually an even dispersion of positive and negative areas.