JURASSIC PARK (1993): Part 1- Corporate Branding, Identity and Signage

ADM JURASSIC PARK TITLE

The true brilliance of Jurassic Park’s look is neither the CGI dinosaurs nor the animatronic ones – it’s the cohesive whole of the theme park island that frames them and makes them more believable. Production Designer, Rick Carter’s look for Jurassic Park – both the theme park and the film – eschews Michael Crichton’s “Voyage to the Land Before Time that Time Lost” tinplate aesthetic for a cutting edge clean that is wonderfully 90’s, lurid and tacky. At the time it was incredibly fresh and while it’s easy to date it now, it doesn’t look particularly dated.

Jurassic Park

Jurassic Park

The design language is a very simple one, emphasising sticky streaks of bold colour. Of particular note is the skeletal iconography, not only for the main corporate logo but also the stone obelisks that denoted the individual dinosaur paddocks.

Jurassic Park

Jurassic Park

Jurassic Park

The Ford Explorer colour scheme is an excellent analogue to the artifice of the park that Ian Malcolm and Alan Grant frequently pick John Hammond up on – their quasi dinosaur-print paint job is done in the most lurid, artificial colours possible that you wouldn’t find in the natural world. In fact the film’s design embraces tacky artifice with abandon – the cheap plastics, the eye popping paint, the toys and the t-shirts. This push towards a showy, fake external imagery actually has the effect of making the jungle – and the animals – much more real to the viewer. They’re more believable in containment and isolation, and when things go wrong and they escape that containment the stakes are higher. For me it’s the strongest example of Rick Carter and Spielberg working together; where direction and design, tone and intent meet perfectly in the middle.

Jurassic Park

Jurassic Park

Numeric vehicle plates and tags cleverly suggest a much bigger park system than is actually depicted in the film.

Jurassic Park

The “Jurassic Park Look” consequently became adopted by zoos all over the world and even in 2013 signs done in the Jurassic Park corporate font can still be found on penguin enclosures in places like snow-swept Edinburgh, which is as far away from the tropical sweat of Islar Nublar as you can get.

Jurassic Park

Jurassic Park

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Are there any films you love that have distinct corporate branding that enhances the design and story?

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Matthew Clark @mr_clark

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Image Source: All screencaps are by Matthew Clark and Art DepartMENTAL. Upon republishing a screencap/s you MUST provide a link to this post.

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1 Comment

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One response to “JURASSIC PARK (1993): Part 1- Corporate Branding, Identity and Signage

  1. Pingback: JURASSIC PARK (1993): Part 2- Internal Information, Advertising and ID Systems | Art DepartMENTAL

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