LOS ANGELES — Evil Angel made subtle changes to its iconic box-cover design for the first time in seven years starting with this month’s DVD releases.
The new look started with the Feb. 2 release of director Rocco Siffredi’s “Slutty Girls Love Rocco 8.”
“We thought it was time for a refresh,” Evil Angel CFO Adam Grayson told XBIZ. “We used the same Evil Angel text that was in the long-running red cube — the fonts and colors haven’t changed — so this is sort of a reenvisioning.”
The replacement of the old Evil Angel ribbon, an italicized and bold font called Serpentine that ran across the top of the boxes, is the main change.
“Now the gothic ‘Evil’ and really clean, San Serif ‘Angel’, popped out of the cube and became the new primary thing. And we flipped the director ribbon with the Evil Angel ribbon,” Grayson explained.
A similar ribbon promoting EvilAngel.com has also been swapped out at the bottom of the boxes. The studio founded by John Stagliano previously refined its boxes in 2008, when it changed what had been the “The Evil Empire” ribbon to “Evil Angel.”
“We added the ribbon with the director name in 2005,” Grayson noted. “‘Who Fucked Rocco?’ was the first one that had the director name in a big ribbon.”
Evil Angel’s web partner Gamma Entertainment last summer created a similar look in its redesign of EvilAngel.com, Grayson said.
“They put the horizontal Evil Angel text in the foreground. It’s a great modern, clean look that’s still consistent with the brand,” he added.
The redesign had been “percolating for a few months” at Evil Angel’s Van Nuys, Calif., headquarters, according to Grayson.
“Everybody seems to like it,” he said. “We like to use the words 'brand consistent.' It’s sort of looking at the same thing from a different angle.”
Evil Angel producer/director Kevin Moore told XBIZ Thursday he liked the changes.
“I understand they wanted the branding strong, but I felt like the old ones were limited on space as to what we could do,” Moore said. “As producers who own our own product, it’s up to us what we do on the box covers. But we have to do it inside the predefined template.
“What’s nice is they got rid of that bottom border. ... Every bit of space counts.”
Moore continued, “Now there is a little more room to come up with interesting box covers with the top being cleaner and a little more modern. With the white and the black it just looks more contemporary. The old look was a little outdated, a bit of a throwback to a different era of the industry.”
Moore said that “Lex’s Point of View 2,” which he produced with Lexington Steele, was the first of his boxes with the new look, followed by “Lex’s Pretty Young Things” that will be released on Monday.
“Tongue in Cheek 3” on March 11 will be the first title from Moore’s namesake studio to hit the streets with the fresh design.
Grayson concluded, “It’s always about evolving at all times."