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As AMTC approaches its 30th year in business, it has seen many changes, not the least of which was reestablishing its mission to be about the business of God. AMTC seeks to reflect the character of Christ not only in our preparation and introduction of new talent, but also in our day to day practices. In 2007, we adopted the “banner” name of Actors, Models & Talent for Christ. In 2010 it became legal, and we’ve never looked back.
Keeping in line with notions of rebirth and renewal, we are pleased to present (drumroll, please) AMTC’s brand new company-wide logo.
The new AMTC logo is generically referred to as “Starpath.” The Starpath forms the visual core of AMTC’s new branding and brand character. The star shape communicates AMTC’s bright tone of light, guidance, and success. A star symbol also connotes the populace of the entertainment industry – literally “stars”. We prepare “stars for God”, inspired talent who desire to shine for Christ in Hollywood, the music and fashion industries. The star symbol also aims to remind us of the character and person of Jesus Christ who is described as the “Bright Morning Star” from scripture.
The five points of the star represent the five major areas of AMTC’s talent focus: acting, modeling, singing, dance and comedy. The path through the middle of the star is open-ended, showing AMTC’s openness to all who desire to start on a path that leads toward the SHINE convention, as well as life beyond, performing for God. The path itself winds to the left and then exits the star to show that the road is not necessarily direct, nor does it have an end. The status of a performer is never complete. The end result lives between God and the individual. Finally, a path references again the person of Jesus Christ who described himself as “The Way.”
It is not without some sadness that we retire the original AMTC logo, which has served us through many successful years, but we look forward to the future and the bright days ahead. We pray this new logo reminds us daily about how God continues to work in our company and in all of our performers.
It’s time for the new AMTC to SHINE!
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