# Prime Video — The Dimple brand identity

A brand-identity showreel for Prime Video's Pentagram refresh. It opens on a 3D blue ripple that resolves into the logo, then uses the Amazon smile dimple as a shape mask to wipe between show footage, out-of-home mockups, the custom typeface, icons, colour system and social posts, and ends on the logo.

- Code: BR-0080
- Kind: Brand film
- Format: UI motion film
- Brand: Prime Video
- Made by: Pentagram
- Length: 75.1s · 26 beats · 20.8 beats/min · 23 hard cuts
- Industry: Entertainment, Media
- Style: Bold, Big type, Morph transitions, Match cuts, Kinetic type, Flat 2D, Music-led, No voiceover
- Original: https://www.youtube.com/watch?v=k0pNpL8f7P8
- Full breakdown: https://cutmap.co/v/prime-video-the-dimple-brand-identity

## The breakdown

The full breakdown has eleven sheets: Snapshot, Opening, Structure, Timeline, Rhythm, Look, Movement, Sound & words, Why it works, Production, Build brief. It is available to Cutmap Pro members at https://cutmap.co/v/prime-video-the-dimple-brand-identity.