To celebrate its 30th birthday, an age when one feels they have truly achieved adulthood, the Chlotrudis Society for Independent Film has updated its brand, adopting a new visual identity for the group. Don’t worry, the cat is still there. An independent film society that is named after the founder’s two cats? It’s all part of what makes Chlotrudis beloved by the indie film fanatics who know them.
“It was the right time,” according to Chlotrudis President, Michael Colford. “We’re all a few decades older from when we kicked this crazy idea off, and we wanted to show that ‘maturity’ with our branding.”
“Maturity” is in quotes because, while Chlotrudis takes its passion for independent, international, and documentary film seriously, the group doesn’t say the same about themselves or their activities. There’s a certain irreverence that organization possesses, a cheekiness that keeps them from being too self-important.
Lisa Wright, who runs Obsesso Processo, a design studio based in Denver, CO, worked with the Board to gather information from members to create possible new brands for the organization, all involving a cat. The Board liked them all, but opted for the one that focused on the cat as a movie viewer. The group felt this best reflected Chlotrudis’ focus on the experience of the viewer, not the filmmaker. The group’s tagline “teaching audiences to view films actively,” was captured best in the logo featuring a cat watching a movie, and won over Colford and the group’s board.
The new brand promise that Lisa developed with the help of the Board sums it up nicely:
“Chlotrudis proudly pledges to celebrate indie, international, and documentary films, and give the spotlight to the underdogs. We accomplish this through our website’s film reviews, rankings, and promotions, fostering an inclusive and thoughtful film-viewing community, and hosting an annual award show that’s so spirited, even Philip Seymour Hoffman couldn’t stop talking about it.
“We work diligently to support independent filmmakers by collaborating with film festivals and theaters, participating in film festivals, and cultivating connections with arthouses and esteemed guests.
“When it comes to film, we’re very serious. Everything else? Well, we make no promises.”
The Chlotrudis Society for Independent Film presents its 30th annual awards ceremony on Sunday, March 17, 6pm at the Brattle Theatre. Special guest honoree is Hirokazu Koreeda, acclaimed Japanese director of SHOPLIFTERS, MONSTER, AFTER LIFE and many others. Tickets are available at the Brattle website (http://brattlefilm.org).