We created a new look for Sweden’s second-largest cinema chain Astoria based on the ambition to become the ‘cinema of the future’ and to transform the cinematic experience in cities across Sweden. The visual identity grew out of three design pillars: fantasy, inspiration and surprise. Central to it is the symbol letter ‘a’ which represents the watching eye, and a word mark built of retro-futuristic, modular lettering. The identity was implemented to all Astoria’s touch points – from cinema entrances, displays and interiors to membership cards, print materials and website.