Prime Focus
From the Audiovisual Identity Database, the motion graphics museum
Compiled by
Camenati
Camenati
Background
Prime Focus Limited is an Indian VFX and post-production services company founded in 1997 by Namit Malhotra, Merzin Tavaria, Prakash Kurup and Huzefa Lokhandwala. In 2008, they formed Prime Focus Technologies, nowadays known for their CLEAR AI technology. In 2014, the company merged with British VFX company Double Negative, renaming the latter to DNEG.
1st Logo (2014-2015)
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Visuals: On an black background, the camera pans over as a logo of a stylized outline of a human figure within several circular borders draws in. After it finishes drawing, it flashes in orange. Under the logo, the orange text "PRIME FOCUS LIMITED" wipes in.
Variants:
- Sometimes, the logo is 2D animated and the background is red. The text also reads "PRIME FOCUS TECHNOLOGIES".
- Sometimes, the background has floating particles, and the camera doesn't pan over, and the circle is removed. The text also reads "PRIME FOCUS" in stacked form. After a few seconds, the logo then draws away.
Technique: CGI, or 2D animation.
Audio: The opening/closing theme of the video.
Availability: Seen on a few of their videos from the time.
2nd Logo (September 9, 2022-)
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_(From_-_The_Garfield_Movie_teaser_trailer).png)
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Visuals: Starting with a lone cyan star in outer space, it bursts and emits multiple gold ringed or line-driven lights that travel around while the camera follows them. Zooming out of the lines, they form a stylized outline of the human figure from the previous logo within several circular borders. The bottom light that forms the surface the person is standing on zig zags away from the screen towards the bottom while "PRIME FOCUS" fades in underneath the logo, which is rotating slightly to a normal angle. After the light path exits the screen, the background darkens while a light path within the circular borders continue to trace around the figure.
Variants:
- There is an anniversary variant consisting of the text "CELEBRATING 25 YEARS" appearing below the company name.
- There is a still version, which debuted on Fighter.
Technique: CGI.
Audio: Beginning with a soft opening, the fanfare transcends into a majestic, orchestrated fanfare with hard rock elements.
Audio Variant: On The Garfield Movie, the opening theme of the movie plays over the logo.
Availability: The logo first appeared on Brahmastra Part One: Shiva. It also appeared on Fighter and The Garfield Movie.
