A Legacy Reimagined: Crafting the New AFFIRM FILMS Logo
We’re thrilled to share one of our latest collaborations — the new animated logo for AFFIRM FILMS, created for Sony Pictures Entertainment and premiering with the release of the feature film SOUL ON FIRE.
The SONY logo reveal was created by artists at Creative Center, Sony Group
This new motion identity marks an exciting milestone for AFFIRM FILMS, a studio known for producing stories that inspire faith, courage, and hope. Working closely with Rich Peluso, Head of AFFIRM FILMS, and the talented team at Sony Pictures, we set out to reimagine the studio’s iconic logo with a fresh cinematic energy — one that feels bold, timeless, and deeply rooted in purpose.
One of the key creative challenges was retaining the signature opening sequence that begins with the Sony logo, transitions through the Columbia Pictures clouds, and then reveals AFFIRM FILMS—a consistent visual thread that ties together all of Sony’s studio brands. This sequence defines the Sony cinematic family, and working within that framework required precision, restraint, and innovation. It was a narrow path to travel—balancing respect for the established legacy with the opportunity to evolve it visually.
Our goal was to craft a motion sequence that embodies the heart of the studio itself — grounded in light, faith, and storytelling that uplifts audiences around the world. Every frame was carefully designed to feel both modern and enduring, blending artistry and precision through the use of advanced 3D animation, lighting, and compositing techniques.
From the first concept sketch to final render, the process was a collaboration built on trust, creativity, and a shared vision. The result is a sequence that not only celebrates the power of filmmaking but also reflects AFFIRM FILMS’ unwavering commitment to stories that move hearts and minds.
As the new logo makes its on-screen debut ahead of SOUL ON FIRE, we’re honored to have played a part in shaping this next chapter of AFFIRM FILMS’ visual identity — a moment that shines as brightly as the stories they tell.
