Kino International was founded in 1977 as a theatrical distribution company specializing in classics and foreign language art films. They are often regarded as a being a milestone in the history of film. The re-designed mark revitalizes Kino's essence, evoking the image of a moving filmstrip. The identity system uses muted, pastel colors, black and white imagery, juxtaposed with sharp, bold shapes to create a contrast between the "old" and the "new". The result is a visual language that conveys both the classic nature of the Kino history and its films, and an the progressive, modern brand that Kino is today.