Created the Visual Identity for Cineplex's premiere audio, visual experience with reserved seating.
Back in 2010, I was asked to ideate a logo for a potential future Movie-going experience that would have a Massive, huge screen, the best audio system, and a new feature at the time, a reserved seat! It would be an actual Ultra Audio Visual Experience. Hence , Ultra AVX.
The Logo for AVX has been interated on in the past 6 years. This is it's current incarnation. Ultra stands being smaller to allow easier legibility between the 2 A's. The streamlined arrow alongside the X is the movement arrow that moves UltraAVX into the future as time progresses. It reminds people that it's a forward thinking movie-going experience.