NEWS
TOTAL LICENSING
The challenge was how to present a count. The phrase “This is business, oranges and the color orange is used
new commercial licensing articulation not personal,” is criminal to criminal, to this purpose. Orange tones are
of The Godfather property to a multi- while the phrase “I never wanted this therefore a key component of the pal-
generational, multi-national, multi-cul- for you” is Don Corleone (criminal) ette for the classic fan.
tural fan base? talking down to his son (not criminal). The ‘Young Turks’ - as older mobsters
Obviously, with three A-list films in In English, these distinctions are not referred to the upcoming mobsters -
the trilogy, there is a large body of grammatically clear, but in many other are into the gangster genre, including
work to draw from, and several differ- languages these relationships are ac- more recent properties such as Scar-
ent fan constituencies to address. All tually expressed through the gram- face, The Sopranos, Bugsy, and Good-
of these were taken into account in matical structure of the language. fellas. This portion of the rebranding
the rebranding process. As part of the process, the team re- and style guide are graphically very dif-
As a result, the new marketing focus, turned to a study of the films them- ferent. The team created hand-made
America’s most iconic
and the all-new style guide, target selves, and the set design. The Medici street posters along the lines of what
gangster film, The God-
three key audiences - young urban category, appealing to the classic fan, one would see at a construction site,
father, which was first
fans, classic consumers and Interna- uses the actual swirls from Don Cor- with a downtown, street sensibility.
released in 1972 and
tional audiences leone’s desk, wallpaper and uphol- To capture the rebel feeling that the
followed by two highly
On the international front, extensive stery. The overall color palette is kept younger fan base so responds to,
successful sequels, is
care was taken to discover what phrases like ‘Corruption is Every-
still enormously popu-
the most appealing aspects of the where’ , ’Goin’ to the Mattresses,’
lar four decades later.
property are for various foreign ‘Give Me Justice’ and other bold
Paramount Licensing
markets, especially in Europe and statements are part of the new
is currently licensing
Asia. The creative services team style guide approach.
all three films and has
even obtained permission to inter- The new packaging was limited
recently invested in a
view various delegates at the Unit- to three colors - red, black and
major rebranding and all
ed Nations to learn more about beige. The hang tag is based on a
new style guide for the
their specific favorite moments, im- toe tag that is used on a dead body
property, charting a new
ages, and memorable quotes from in the coroner’s office. Tying it all
course for The Godfather
the film. together with an image that reads
for years to come.
As a result, color palettes were for all three target markets and in
fine-tuned for each market - the all countries is the iconic image of
Italian palette was pulled right from Marlon Brando as the Godfather,
the film, the Japanese related most holding the cat. Graphically, they
to the reds and oranges, and in chose the digitized image for the
France and Japan, they responded
tighter to the film itself. Also, tradi-
Young Turk audience, the logo from
best to paintings and illustrations, not
tions such as the famous Florentine
one of the Japanese posters in the new
photography. The new style guide
multi-colored paper are used.
style guide, and the dotting and color
contains guidelines for each market.
Great care was used not to fall into
from The Medici classic category.
For the Russian-focused style guide
the art deco trap, which is the first
What’s next? In addition to the al-
elements, the design team actually
tendency. Instead, the team focused
ready extensive roster of licensees on
re-photographed the New York City
more on historic accuracy. For exam-
board worldwide, new categories are
brownstones where the Godfather
ple, oranges are integral to The God-
being explored, including a line of Ital-
was shot.
father. In Sicily, oranges pre-shadow
ian foods, luxury furniture collection
Likewise, dialect was taken into ac-
death, and throughout the film, actual
and men’s fragrances
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