I have to analyze the problem. What is the movie about? What is the story about? What is it trying to say? Whatever is the style of the movie? What kind of audiences I want to appeal to -- so that they get some sort of inkling about what the film is gonna represent. We try not to dissuade them from the realism of what the story is, and yet, we don't want to tell them too much.
Usually, we started by getting people in the department to do some logos, designs of what the lettering should look like. I usually read the scripts or I'll go to see the footage of the movie. I'll try to decide what would be the most marketable thing to say about the movie, and how to project it into a piece of art. Most of these things we did by hand and do the lettering and positioning and pasted all together and if we had to make a change we had to reap it apart and start over, With a computer you just almost press button and move things into place.
Bill Gold, Art Director and Graphic Designer
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