Joy of Cinema

Visual identity for a film distribution imprint bringing foreign language comedy to UK audiences

Overview
We created a playful and expressive logo design for Tull Stories’ Joy of Cinema strand—a distribution arm dedicated to bringing foreign-language comedies and lighter, feel-good international films to UK cinema audiences.

The goal: to design an identity that captures the spirit of joy, humour, and the universal language of laughter.

Creative approach
The design was inspired by classic European cinema, particularly the title treatment from the iconic Mon Oncle poster. We explored a wide range of typographic styles in search of one that felt truly joyful – evoking the lightness, warmth, and charm of international comedies.

This was a “search for joy” in letterforms – a typographic journey rooted in the emotional experience of cinema.

A smile in the letterforms
Every so often, an idea arrives like a gift. During our exploration, we noticed that certain combinations of hand-drawn and script fonts naturally formed the eyes and nose of a face within the letterforms. By subtly enhancing this with a stylised smile, the logo instantly took on a personality full of joy and character.

This happy accident not only captured the theme but also presented an exciting opportunity for a dynamic, animated ident – one that could come to life on screen and reinforce the brand’s joyful tone.

A man happily gestures towards a cinema display standee for the movie Oh My Goodness.

Outcome
The final logo is simple, charming, and instantly engaging – perfectly suited to a film strand that celebrates the lighter side of world cinema. It works equally well in print, digital, and as an animated visual identity.

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