ICEX Gains New Look as it Heightens Ambitions

variety.com:

John Hopewell Chief International CorrespondentWhat’s in a Name? Or its design?Quite a lot if you’ve just become one of the prime drivers in a €1.6 billion ($1.8 billion) drive to turn your country into one of the foremost film-TV hubs in Europe.For years, at markets, ICEX Spain Trade & Investment, the country’s export and inward investment board, emblazoned its Cannes and Mipcom stands with branded logos Cinema From Spain and Audiovisual from Spain, decked out in bold colours of the Spanish national flag.From 2022, as Spanish series and movies – “Money Heist” (Part 4, 65 million households), “The Platform,” (56 million), “Below Zero” (47 million), “Elite” (Season 4, 37 million)  – scored huge audiences on Netflix, the most global of global platforms, ICEX has become a central player in Spain’s PSOE government Spain AVS Hub Plan.

Tabbed at a total $1.8 billion in finance, it aims to ramp up film-TV production, exports and Spain’s big shoot scene. ICEX is a key backer of the significantly enlarged Malaga Spanish Screenings, will run a Spain Audiovisual Bureau – a single window office for all enquiries about making films in Spain – and launch a round the year web-site to promote its industries.It is also putting its back behind exports, across a broad span of film, TV, docs, animation and games.

As its energies and budgets increase and broaden, so does its need for new logos which mark an overall sense of organization and range.So it’s out with the old and in with a new set of logo brands.