Spin rebrands Mubi Go, using its signature dots to spell ‘Go’ and allude to ticket stubs

The design agency Spin is behind many of Mubi’s visual choices. It was the first to set Mubi in the typeface Riforma by Norm – with its M slightly reminiscent of the M on the original Metropolis poster – and the one responsible for the Wong Kar Wai-inspired colours on its 2021 ident with Yuri Suzuki. But this is the first time Spin has altered Mubi’s famous logo. To rebrand the sub-product Mubi Go, Spin has streamlined the Mubi seven-dot symbol into just three, spelling out ‘Go’.

Other changes include a wider range of colours. The previous Mubi Go identity relied on bright yellow and black, but now the palette can flex to suit the palettes of different kinds of film titles. A great example is Priscilla, Mubi’s largest theatrical release to date, which the Mubi Go rebrand was timed to. The Priscilla-Go assets feature reds and bridal pinks.

Mubi Go is the service’s extended membership where users get access to Mubi’s streaming titles, as well as a free cinema ticket once a week. Marketing for the offering used to be quite copy-heavy so Mubi asked Spin for a “simpler” and more “evocative” graphic solution which would drive awareness and encourage people to invest in those weekly cinema trips.

So, naturally, ticket stubs had to be worked in somewhere. While it might not be immediately obvious that those three circles in the logo spell ‘Go’ – Spin’s Tony Brook even admits the form is quite “abstract” – the three dots do look a little like a hole punch when applied to the corner of the cinema ticket. “The ticket stub is a great symbol of the physical act of going to see a movie, it encapsulates what is special and different about Mubi Go,” says Tony.

“Mubi throws up so many exciting and interesting challenges from a design point of view that inspire and demand fresh thinking,” Tony adds. “It comes with the territory, it is in a constant state of evolution.”