In a media release, the Atlantic International Film Festival (AIFF) has announced it is “returning to its roots” with a new logo and brand for the organization as it focuses on its legacy name.
Following suit with most other Canadian international film festival naming conventions, the primary goal of the Atlantic International Film Festival name and brand is to clearly and proudly say who we are, what we do and where we are from. – Martha Cooley
Gone is the “FIN” moniker used in recent years, to be replaced by Atlantic International Film Festival, accompanied by the initials AIFF.
“The FIN era served its purpose in bringing all the festival’s programs under one recognizable umbrella, and now it is time to carry that momentum forward into the future under a familiar, well-loved name and exciting new branding,” says Martha Cooley, executive director of AIFF in the release.
Cooley says that the rebrand follows the naming conventions of other Canadian international film festivals with the primary goal to “clearly and proudly say who we are, what we do and where we are from.”
The brand will be extended to the organization’s other programs, including AIFF Partners, AIFF Kids, AIFF Outdoor and AIFF Online.
While the complete 2023 program will unveiled at a launch event on August 16, organizers have announced three Atlantic Canadian feature-length films will get their world premieres at this year’s festival.
Among the trio of film premieres is Who’s Yer Father? The “largest comedy feature ever out of PEI” from director Jeremy Larter is the story of a bumbling private eye hired to investigate black market lobster sales. From Nova Scotia comes Celestial Queer: The Life, Work and Wonder of James MacSwain, a documentary film about Maritime queer multimedia artist and activist Jim MacSwain. The third announced film is A Quiet Girl, in which director Adrian Wills unravels the story behind his adoption in Newfoundland and his subsequent quest for truth and identity.
The 43rd annual Atlantic International Film Festival (AIFF) takes place in Halifax from September 14 – 21. Visit atlanticfilmfestival.ca for more information.