Since its founding, the Academy of Motion Picture Arts and Sciences had never used a consistent identity system. AMPAS is a vital and active organization with a multitude of initiatives, programs, and activities. The brand, however, was primarily connected with the Academy Awards. The identity focuses on the icon of the statuette, an internationally recognized symbol. The mark prioritized the word "Academy" to maintain brand equity as the viewer connected the statuette with the Academy as a whole, not only the "Oscars," a nickname for the statuette.
The letterforms and icon were hand-drawn by the remarkable Doyald Young, one of his last projects. The typography is a modified Craw Modern, a nod to Saul Bass, a longtime Academy leader. The identity maintained a simple palette of Academy Gold and Academy Red, referencing the gold statuette and red carpet.