- Title: Inventor of the 'Smiley' talks emoji's
- Date: 31st July 2017
- Summary: LONDON, ENGLAND, UK (JULY 28, 2017) (REUTERS) VARIOUS OF SMILEY MERCHANDISE (SOUNDBITE) (English) CREATIVE CHIEF SMILEYWORLD LTD, NICOLAS LOUFRANI, SAYING: "My father Franklin started 45 years ago with a big newspaper promotion which was called 'Take Time To Smile' and his idea was to highlight all the happy news and positive news and fun news with a little smiley logo." SMILEY MERCHANDISE (SOUNDBITE) (English) CREATIVE CHIEF SMILEYWORLD LTD, NICOLAS LOUFRANI, SAYING: "Actually for 25 years there was only one smiley logo. His Smiley trademark, which is this one and the concept of the company was just to license this brand logo on lots of products. He developed a huge merchandising phenomenon throughout the 70's and the 80's and the early 90's." VARIOUS OF SMILEY CLOTHING MERCHANDISE (SOUNDBITE) (English) CREATIVE CHIEF SMILEYWORLD LTD, NICOLAS LOUFRANI, SAYING: "My first idea was that I had to give life to the logo. It had always been a flat logo with this black outline and the same smile. And I started first creating a 3D version of the smiley so it became a sphere. It was computer generated so you could look at it from different sides. I started changing the emotions creating lots of different emotions to express various feelings."
- Embargoed: 14th August 2017 11:41
- Keywords: Emoji Emoticon language digital film universal smiley
- Location: LONDON, ENGLAND, UK & VARIOUS UNKNOWN FILMING LOCATIONS, LOS ANGELES, CALIFORNIA, UNITED STATES
- City: LONDON, ENGLAND, UK & VARIOUS UNKNOWN FILMING LOCATIONS, LOS ANGELES, CALIFORNIA, UNITED STATES
- Country: United Kingdom
- Topics: Arts / Culture / Entertainment,Film
- Reuters ID: LVA0026S1SFV1
- Aspect Ratio: 16:9
- Story Text: The son of the man who created the Smiley emoticon in the 1970's says that he took over his fathers' business and revolutionised communication.
Nicolas Loufrani told Reuters that he provided "a language made of pictographs to the public" and added, "I realized that they could become a language on their own or a way to communicate."
Loufrani said that the simplicity of the emoji is the reason behind its huge success, "You have to learn to read and write with the alphabet. It's a process that takes years in schools with emojis, with images it's instantly recognizable."
Credit for the development from the 'Smiley' to what we know as the emoji is given to Apple and the introduction of smartphones. "Having a smartphone enabled people to insert icons in their text messages," Loufrani told Reuters.
The smiley emoticon is big business. Mr. Loufrani's company has a $265 million turnover at retail and over 23 million spinoff products are sold year round.
The universal appeal has now been encapsulated on the big screen with the release of 'The Emoji Movie'.
Cheery Hi-5, a snobbish Poop and a conflicted Meh have starring roles in the "The Emoji Movie," which imagines a world inside cellphones where emojis rebel against portraying just one emotion all their lives.
Much of the publicity so far for the Sony Pictures film has been for casting Shakespearean actor Patrick Stewart as the voice of a "poop" emoji.
"What's fun about 'Poop' is that he has insight into who and what he is and out of that insight comes a sense of humor which allows him to use euphemisms about what he represents in a witty way," said Stewart, about voicing 'Poop.'
45 years ago the emoji started life thanks to Loufrani's father, Franklin. It was just one logo that didn't change for 25 years. His creation has now developed and adapted into a multi-million dollar franchise and business.
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