When the American Society of Cinematographers came to DeFabio Design for an animated logo reveal we wrestled with possible thematic and visual notions like sketching the logo on a storyboard (not exactly what cinematographers do) or seeing the logo distorted through different lenses (closer perhaps). Using an old-time, almost sepia film countdown seemed too....past tense. As if that's where AC had been but not where it stood today. But the idea proved to be a good start so long as we bridged from that into the modern era of digitally captured movies. A little bit of sound design helped that transition along and suddenly we were no longer emphasizing the past but celebrating a long history that continues to be written with the best of old and new tools.