Clothing and accessories featuring a new commemorative logo designed by Hoodzpah are available for purchase on Amazon.com. By Mark Newbold Actor Sam Witwer sports a new ILM 50th t-shirt at Star Wars Celebration Japan (Credit: Wes Ellis). In a world of innovation, skill, and ingenuity, no company has shone as bright or lasted as long in its field as Industrial Light & Magic. First incorporated in May 1975, ILM has led the way in the realm of visual effects for half a century. This iconic brand is as much a marque of quality as “Music by John Williams,” “Conceptual Design by Ralph McQuarrie,” or “Directed by George Lucas.” To celebrate the 50th anniversary (a first for any visual effects company) Hoodzpah — the team behind the ILM logo redesigns in 2023 — were asked to adapt their work for a fresh new ILM 50th logo, which is featured in a line of new merchandise recently unveiled at Star Wars Celebration Japan and now available on Amazon.com. ILM.com had the opportunity to chat with the team about this exciting new project and how they decided on the tone for the 50th anniversary logo. “When you work with a storied company like ILM, there is a wealth of visual inspiration and history to reference,” explains the Hoodzpah team, “so the hard part is narrowing in on one vision when there are so many ways you could take it. We cast a wide net and tried many different directions before landing on this retro-modern celebration that feels quintessentially ILM.” ILM has an incredible history, not only with its groundbreaking work on-screen but also its branding, going back to the classic Michael Pangrazio-designed magician logo painted by Drew Struzan and through a variety of changes to today. Given that lineage, Hoozpah decided on the mix between the 2023 redesign and the ’70s-style piping in the new logo, a blend that marries ILM’s ’70s vintage with the modernity of the current logo. “With an anniversary logo, you’re trying to balance two things: celebrating the history and accomplishments and legacy, but also reminding folks that there’s always more horizon to conquer,” Hoodzpah says. “This is just the first 50 years, and there’s so much more to come. Since the execution of the primary logo icon feels modern and intrepid, we wanted to embrace a ’70s vibe from the early ILM days. It felt so right as a nod to where it all started.” In the world of marketing, there are numerous rules and tricks to designing a great logo that catches the eye and sits in the memory. With ILM and all the history that goes with it, there remains a need to find the right focus for such an emblem. “When a logo really resonates, it’s because it feels true to the brand,” notes the Hoodzpah team. “There are so many styles and means of execution, but the question should always be, ‘What feels right for this brand?’ People love to look at trademark logo books with hundreds of logo icons shown on a white page. It’s inspiring to see all the styles of execution. But we’re always left wondering, ‘What’s the context?’ It’s not about a logo looking good in isolation because one is rarely used that way. It’s about a logo feeling perfect in context. It was the same for this project. We tested the 50th anniversary logo in key applications and then used it in a suite of anniversary merch designs as well.” Collaboration is key in everything ILM does, from the core team pulling together on new projects to working hand-in-glove with vendors and creatives behind the films, TV shows, and immersive entertainment projects ILM works with. Given that, it was important for Hoodzpah to spitball ideas with the ILM team themselves because clearly they revel in the spirit of collaboration in the same way that ILM does. “There’s a reason we didn’t end up choosing fine arts as a career path, even though we really loved it,” Hoodzpah explains. “We like working within the limitations of a prompt and pushing and flexing boundaries to see how far we can take it. Design is a team sport. We all get together and try to push this idea up the field. When we work with ILM, we are keenly aware that everyone we work with is a creative powerhouse in their own right. We’d be fools not to tap into that ‘creative brain trust,’ as [director of PR and communications] Greg Grusby calls it, and gather as many ideas and as much feedback as we can to make this logo as true to the ILM legacy as possible. After all, the people of ILM make ILM what it is. It’s like, why would we want just one violin when we could work with a full symphony orchestra?” The work on the logo continued with the creation of distinct products now available in the new merchandise line. “Taking the logo and spinning it off into 50th anniversary merch was so much fun,” Hoodzpah says. “The ILM crew were so game to dream big and really have fun with it. Each piece leans into a different vein of the ILM personality. We have a retro ’70s poster of a magician conjuring new worlds, which is what ILMers do every day. We celebrated all the innovation and milestones ILM has accomplished over 50 years in an infographic T-shirt. We even made custom-scented candles to celebrate the different departments and locations over the years. Our favorite is the Model Shop candle which has notes of sawdust and cedar. There’s truly something for everyone.” With their work on the ILM logo, Hoozpah has become a key part of ILM’s identity and history, which makes the team proud. “Getting to work with a cultural icon like ILM once was incredible,” they conclude. “Being trusted by such talented creatives to work with them again was even better. It’s great to be able to pick up where we left off, having already become embedded with the team and learning so much about the brand in our last project. Working on the rebrand was one of those bucket list jobs you continually remind yourself, ‘Wow, we really got to be a part of that.’ It felt like getting the band back together for the sequel.”See the new ILM 50th anniversary merchandise now available at Amazon.com. — Mark Newbold has contributed to Star Wars Insider magazine since 2006, is a 4-time Star Wars Celebration stage host, avid podcaster, and the Editor-in-Chief of FanthaTracks.com. Online since 1996. You can find this Hoopy frood online @Prefect_Timing.