Spin cut Mubi's seven-dot logo to three dots that spell 'Go'

Mubi Go is MUBI's extended membership: streaming titles plus a free cinema ticket once a week. Its marketing had been copy-heavy, so MUBI asked its long-time design partner for a simpler, more evocative graphic solution to drive awareness of those weekly trips.

The seven-dot Mubi symbol becomes three dots spelling 'Go' — abstract enough to double as the hole punch on a cinema ticket.

Spin streamlined the seven-dot symbol to three, opened the palette beyond yellow-and-black so assets can dress to match each film — Priscilla Go assets went red and bridal pink, timed to MUBI's largest theatrical release — and applied the dots like a ticket-stub hole punch.

No metrics reported. The rebrand gave the sub-brand its own graphic system — one that flexes per film and sells the physical act of going to the cinema.

In January 2024, design agency Spin rebranded Mubi Go, the MUBI membership that pairs the streaming service with a free cinema ticket every week. Though Spin has been behind many MUBI visual choices — the Riforma typeface, the Wong Kar Wai-inspired 2021 ident with Yuri Suzuki — this was the first time it altered Mubi's famous logo.

The seven-dot symbol is cut to three, spelling 'Go'. Spin's Tony Brook admits the form is 'abstract', but the three dots also read as the hole punch in a cinema ticket: 'The ticket stub is a great symbol of the physical act of going to see a movie, it encapsulates what is special and different about Mubi Go,' he says.

The other change is colour. The old yellow-and-black gives way to a palette that flexes to each film's own look — the rebrand was timed to Priscilla, MUBI's largest theatrical release to date, whose Go assets feature reds and bridal pinks.

The mark does double duty: it spells the product's name and mimics the hole punch on the ticket stub the membership is built around.

Colour became the flexible layer — each film's palette can dress the identity, shown with Priscilla reds and bridal pinks.

Altering the famous parent logo for the first time in a long partnership signals how much the sub-brand needed its own face.

A sub-brand can borrow its parent's equity and still get its own shape: same dots, fewer of them, one new verb.

The rebrand launched in January 2024, timed to Priscilla. No subscriber or uptake figures were reported.