We want to stay away from any cliche film iconography that provincial film festivals always use including film reels, cameras, clapboards, film stock, eyes, film set lights, etc. Please remember we are a film society and our tools are not the tools of film production but of film exhibition. We also want to stay away from cliche iconography of Fort Worth and the west including boots, spurs, cowboys, cowboy hats, barbed wire, etc. Although we would like to communicate somehow the location of the film festival and society, we do not want to reinforce already entrenched preconceptions that Fort Worth is all about cowboys. We are trying to appeal to an broad audience that this is a serious arts destination (we have three world class museums here) and our film festival is on the bleeding edge. Finally, we do not want 'see and say' design wherein we present images or icons that are the pictoral representation of the text in our name. For example our old logo was our name spelled out with a star in the background covered by a film strip. Since 'star' and 'film' are already in our name, there is no reason to repeat them in our logo.
We do want something that is unique to the character of Fort Worth, something funky with soul. Simple elegance is another term that has been used to describe our events and our overall approach.
Additionally, readability is critical. This logo will be used on "step and repeats" which are the backdrops that celebrities walk in front of and have their photo taken. Our currently logo is difficult to read at smaller sizes.