"They needed a unifying idea, regardless of whether you're an archivist in white gloves taking care of treasures in film, or a Steven Spielberg type," said 180LA's chief creative officer William Gelner.
The famous silhouette of the golden statue presented to award winners sits within the "A" in "Oscars" and is also used inversely on a gold triangle to stand for "Academy".
A sans-serif typeface was chosen as the unifying font, used in all capitals and coloured gold. This font will be used on the envelopes concealing winners' names during the event this weekend.
The previous logo, which also features the statuette, had been in use by the Academy since the 1920s.
The eighty-sixth Oscars will take place on Sunday 2 March at Hollywood's Dolby Theatre in LA.
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