— The Logo Creative™ (@thelogocreative) 1 December 2017
Federal Films is the new film division of Republic Records, the label of top-selling artists including Drake, Nicki Minaj, The Weeknd, Ariana Grande, Pearl Jam and Lorde, among many others. Pentagram has designed a new brand identity for the initiative, which will explore non-traditional opportunities for film and TV on behalf of Republic in conjunction with Universal Music Group’s Polygram Entertainment division. The logo complements the Republic Records identity previously designed by Pentagram.
The Federal branding sets in motion the stripes of the Republic identity, which was inspired in part by the existing flag logo for American Records, the Rick Rubin-led label that joined forces with Republic in 2012. For the Federal project, the designers created sequences that dynamically represent each company: the stripes of the Republic flag wave, spin like a record, and vibrate like a guitar string, while the Federal logo rolls like film on a reel and through a projector.