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The old logo featured the distinctive Oscar silhouette against a gold oval. The new one creates a large capital "A" that surrounds Tinseltown's most coveted little man.
"This design gives the Academy a presence in its own logo for the first time, and underscores our efforts to support creative arts and sciences year-round," said the Academy's marketing chief Christina Kounelias.
The Academy, which next month will unveil its nominees for Hollywood's annual awards fest on March 2, used design studio 180LA to create the new look.
The logo "transformed the visual balance from not only representing the Oscars, but now it's very much about the Academy," said 180LA's chief of design Richard Harrington, who is based out of Britain.
As well as organizing the Academy Awards, the Beverly Hills-based body runs events and exhibitions, provides grants and support, holds archives and fosters research into the history of cinema, among other activities.
The organization is due to open an Academy Museum in 2017.
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"This design gives the Academy a presence in its own logo for the first time, and underscores our efforts to support creative arts and sciences year-round," said the Academy's marketing chief Christina Kounelias.
The Academy, which next month will unveil its nominees for Hollywood's annual awards fest on March 2, used design studio 180LA to create the new look.
The logo "transformed the visual balance from not only representing the Oscars, but now it's very much about the Academy," said 180LA's chief of design Richard Harrington, who is based out of Britain.
As well as organizing the Academy Awards, the Beverly Hills-based body runs events and exhibitions, provides grants and support, holds archives and fosters research into the history of cinema, among other activities.
The organization is due to open an Academy Museum in 2017.
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