TBS creates a new look for Neugass cinemas

The Neugass cinemas include the Riffraff and the Houdini in Zurich as well as the Bourbaki
in Lucerne. The company's own cinema streaming portal Cinu.ch has recently been added to this. Since Neugass Kino AG has grown organically over the years, the three cinema centers have also been managed and advertised very independently - and have developed a certain life of their own.

The defined goal of the rebranding was to create a fresh, consistent appearance across the entire Neugass range and thereby achieve more synergy effects and greater presence. On the one hand, the appearance was to be simplified and systematized. At the same time, the distinct character of the three cinemas was to be retained. A uniform logo was out of the question, so that the cinemas could continue to clearly distinguish themselves from more commercial cinema chains.

Unity without uniformity

The new appearance was to define all overarching applications for all channels in a standardized way. At the same time, a wide variety of special cases had to be taken into account -
for example, special formats and themed specials for different film offerings and target groups or the on-site gastronomic offerings. The logos and labels of the cinemas
should remain in place, and a strong common bracket should be developed in parallel,
that works for everyone and everything: independent and concise, but with enough leeway
for the various contents.

Yellow, striped, generous

Some elements of the Neugass cinemas, such as the striking color combination of black and bright yellow as well as the striking lettering and stripes on the back of the tickets, have been reinterpreted. The new design takes a bolder and more progressive approach to the stripes and applies them consistently. This evolution is intended to retain the charm of the cinemas, but at the same time bring fresh momentum and a clear system to the appearance. This creates more recognition and differentiation - and is practical and easy to use.

The newly defined corner is also the space for the sender. They also create space and order for various labels or act as distractors. The stripes thus work on all formats and in harmony with a wide variety of visuals. The updated DIN Pro font is now used consistently for all texts, and the colors are reduced to the striking combination of black, yellow and white. The layout thus becomes the passe-partout for all centers and for all communicative tasks. It serves as a visual bracket and generous stage for the content, without pushing itself too much into the foreground.

Jointly defined and implemented

Once the brand architecture, core applications and channels had been jointly defined, the way they were used in the digital space also had to be determined and - where appropriate - reduced. This required fundamental considerations regarding design and sender behavior. The central question: How will the various Neugass brands communicate in future? And which content with which sender?

The designs and templates were created and realized for all central applications: Program advertisements and posters, cinema slides to promote films and specials as well as short moving image spots. At the same time, layouts were developed for all central digital applications in the new branding - website, newsletter, banners and social media formats. In addition, the ticket in print and digital form as well as vouchers and catering applications, postcards and POS materials were also redesigned. The implementation of the individual elements is continuous due to the large number of elements. Most of them can now be seen in cinemas.