The target audience for The Nightlights brand is mainly comprised of indie film lovers who are passionate about connecting through movies and film. Designed to mimic a 35mm film strip the logo also cleverly adds candle sticks imitating the N and the I's in the brand's name helping to create a fresh approach to the logo. Being a cinema focused on indie films, the branding's intention is to give off a unique underground atmosphere and help to create a feeling of connection through the film, movie, and cinematic community.