In letters of
From boring white
to bright gold, Oscar envelopes have got a
writes Yoshita Singh
Plain, white paper envelopes have so far being used to declare the winners
envelopes and announcement cards that contain names of winners
of the most coveted honour in movie industry are getting a
Breaking away from
a 70-year routine, the Academy of Motion Picture Arts and
Sciences will this year use a glamourous gold envelope at the
83rd Academy Awards instead of the plain, white paper envelope,
the kind available at any office supply store.
envelopes are such an integral part of the Academy Awards, yet
there has never been a dramatic, specially designed envelope and
card to announce the Oscar recipients," telecast producers
Bruce Cohen and Don Mischer said in a statement.
custom-designed, handcrafted keepsake envelopes and announcement
cards have been made by Los Angeles-based custom stationer Marc
Friedland. The envelopes are made of "iridescent" gold
paper watermarked with little images of Oscar. It is lined with
shiny red paper embossed with gold Oscars. The winnerís name
appears on a heavy piece of lacquered red paper inside, with the
category listed on front and back. The envelope will be sealed
with a shiny red sticker adorned with two strips of red ribbon.
Deco-inspired satin gold envelope will contain a heavyweight
ecru card featuring gold foil accents and a gold leaf-embossed
Oscar statuette along with the phrase ó ĎAnd the Oscar goes
to...í," the statement said. The winnerís name on the
announcement card will be printed in charcoal ink and mounted
onto a matching, red lacquer hand-wrapped frame. The back of the
card will be printed with the award category.
Till now, the
envelopes were printed on heavy cream-coloured stock, with plain
block letters sporting the name of the category and, inside, the
phrase ĎAnd the Oscar goes toí and the winnerís name and
The Academy has
been using sealed envelopes for the last 70 years after a winnerís
name had leaked out early once.
company Marc Friedland Couture Communications has designed
high-end invitations for the past 25 years, said in spite of the
Oscar envelope being the most "iconic" and
"symbolic" envelope in the world, "it was funny
that it was the most non-descript, office supply store
bought" till now.
"At the end
of the day, the event is a celebration of an amazing
accomplishment. We wanted to bring back the elegance and
glamour. The design concept was to be timeless, regal and rich
and luxe... the envelope serves as an iconic symbol of that
moment," Friedland added.
Friedland got the
envelope assignment three weeks ago.
He took design
cues from the look of this yearís Oscar set. He will prepare
cards bearing the names of each of this yearís nominees. After
the ballots are tabula ed, partners at PricewaterhouseCoopers
will prepare two complete sets of correct envelopes, and destroy
the remaining cards. This year, the Academy is also returning to
the phrase ĎAnd the Oscar goes to...í after a one-year
experiment with ĎAnd the winner is...í to announce who wins
the award. ó PTI