Initially it might appear there isn’t much to the rebrand, especially the logo, apart from a quirk-filled sans-serif typeface (check out those lowercase letters!).

But stay tuned – it’s in the application where things really get going.

A myriad of secondary logos reference old film and television – if you’re old enough, you might recall them from VHS/Betamax tapes. It’s unclear how many of these will actually see the light of day, but they none-the-less work brilliantly to create an entire film-related universe.