The website’s name was one of the hardest steps in creating the website. It took me a few good weeks to come with a few possible names and still wasn’t sure. The name had to be bilingual, or at least readable in both languages. I definitely didn’t want it to be obviously related to film or Romanian film, but to be catchy, puzzling, to attract exactly through the fact that you can’t exactly tell what the website’s main topic is, just by reading the title. So that, maybe curiosity, more than an interest in film, would be the first reason for clicking. Of course, the website has to get to film enthusiasts, and it will, when promoting it for exactly what it is, a film website.
Other Romanian film websites’ names: CINEPUB, AARC (All About Romanian Cinema), ADFR (Asociatia de dezvoltare a filmului romanesc, Romanian Film Association of Development).
I wanted something different from that, no Romanian film in the title, no cinema or derivates, no film at all, and no acronyms because they only work in one language.
Possible site names:
• detur la Preciziei
• 2M la Preciziei
• 2M est
Final choice, detur la Preciziei. Why detur la Preciziei?
Firstly, because it’s readable in both languages. Romanian word “detur” is the English “detour”, and means exactly the same thing. “Preciziei” is the name of a metro station in Bucharest, which makes it very local, physically situated in Romania, but it also means “precision”, so “detur la Preciziei” would translate as “detour at precision”.
Romanians, who live or have been in Bucharest and know something about the metro stations, will surely recognize the name, as it actually happened already. But the name still makes sense without knowing this, because Preciziei isn’t only a name, but a word itself.
Why a metro station? And why this one in particular? Mostly because it sounded good, but this surely isn’t the only reason. Preciziei is not a central metro station; it’s actually the end of the line, so one has to make a detour to get there. If you’re not living or working there, Preciziei is not somewhere you would just casually go, just as Romanian films are not something that you would casually watch. Romania is an Eastern European country (well, geographically, is pretty central, but ideological…), Romanian film is an Eastern film, meaning that it is not the in the flash lights. Romanian film’s place in European film history, at the “periphery”, but not really corresponds, in a metaphorical way, with the geographical position of the metro station. So, one would actually have to make a “detur” to get to Romanian film.
Plus, there aren’t any other results on a Google search except for my film website.
The logo is linked to the metro station, it simply depicts two main metro lines in Bucharest (the red one that goes to Preciziei and another one that has the same route for half of the stations. I talked with a few young graphic artists for the logo and gave them complete freedom, with the only mentions that the logo has to be simple, and the name readable.
What I liked about these logos, all designed by Bogdan Iordache, is that he used the metro lines as inspiration. The 2 others that I have talked with thought immediately about Communism because the post-communist element is so present in our cinematography. But Romanian films aren’t only about Communism, and by all means, I want to avoid labelling it from the start. It is one of the main reasons Romanians criticize Romanian films, because they draw too much from post-communist realities, insisting upon those elements that remind them of the totalitarian regime. So, it was crystal clear to me, that I cannot promote Romanian film, by using exactly something that is criticized by the public. Furthermore, my website’s aim is to talk about film, not about post-communist film or anti-communist film, but about film, about Romanian film and its complexity. Yes, the communist elements exist, and they are depicted on the screen for a reason, but they are part of a bigger picture.
Thus I chose the metro over Communism, and not only because Preciziei is a metro station, and the title and logo perfectly complete each other, but because the metro is constantly moving, underground, even when you don’t see it, the metro is constantly moving.