Business Club Royale is a film production company based in Gothenburg, Sweden. Working with clients such as IKEA, Collector Bank and Tele2, the company's portfolio bears traces of a long tradition of Swedish film making, draped in fairly neutral tones, and Nordic realism.
The company commissioned Lundgren+Lindqvist to undertake a redesign of their visual identity, including the design of a new logotype, letterheads and templates for everything from presentations to invoices. The work also included the design and development of a new website.
The name Business Club Royale is a play on the fact that the company’s work often stands in stark contrast to the glossy and polished films the name may hint at. The visual identity takes cues from this ambiguity, which is defined through a juxtaposition of visual elements borrowed both from the kitsch-luxe aesthetic of the exclusive members’ club and the signage of the grocery store. The use of iconic commercial symbolism bears evidence of a sober distance to their own work on behalf of the directors. They make no secret of the fact that its main purpose is to sell other companies’ products and/or services.
The dynamic logotype system offers many variations; where the C for Club and R for Royale are replaced by the © sign and ® sign respectively, another nod towards to the business and commercial segments. These variants are animated to highlight the fact that BCR work with moving images.
The website is a bold manifest of the visual identity, showcasing the company’s selected work with titles and information boldly displayed and in stark typography. Highlights from the portfolio are marked with icons prompting the visitor to ‘LOOK!’, proclaiming that a project is ‘EXCLUSIVE’ or simply saying ’NEW’, for recently added films. The website’s background colour and corresponding typography varies upon each visit. In the bottom of the page there is a list of currencies and the phrase "All currencies accepted" in Arabic, a nod to the company’s international client base as well as the multinational backgrounds among the founders.
