A fresh new system for IMAX
Background
IMAX has 4 distinct product offerings. They needed a system to identify each one while also allowing for expansion in the future. Each needed to have its own style but still be connected to the other products as well as the main IMAX brand.
I chose to rename 3 of the products to make them punchier. This then creates a consistent look in words alone. The typography is constructed from a square system. However, each wordmark is uniquely interpreted which gives each product a distinctive look. The style of the typography allows the wordmarks to become containers if necessary and the system is able to be expanded for future products.