The Academy of Motion Picture Arts & Sciences has created a new logo to reflect its visual identity and fills the need for “a new design system that reflects the creativity of our organization,” according to chief marketing officer Christina Kounelias.

The triangular image, designed by the Acad and agency 180LA, is intended to invoke the A in Academy as well as an overhead spotlight shining on Oscar.

This design gives the Academy a presence in its own logo for the first time and underscores our efforts to support creative arts and sciences year-round,” said Kounelias in an email blast early Tuesday.

Beyond the logo, the email underlines the org’s moves into the digital age. Instead of the usual text-y press release, the email includes more than two dozen graphic images that inspired the new look, as well as six short films discussing the process and philosophy.