BSX started out as a marketing agency organizing events such as „Europe Capital of Culture“. Over the years the company’s focus shifted to documentary movie & content production. With a rebranding BSX should be positioned as such.
The brands basic elements – typography, colors, lines & patterns – are a reference to the elements on a clapperboard that’s used in film-making. The frame derives from the old logo, acts as a bridge to the initial brand, but was adapted for the modern look & feel.