Universe

Background
Universe (寰宇), like its competitor Mei Ah (美亞), has a humble beginning as a distributor of VHS and LD, later VCD and DVD, witnessing the revolution of visual storage media in the past 30 years. Founded in 1986 by the brothers Alvin Lam (林小明) and Daneil Lam (林小強), Universe step into film production and distribution in 1990s, and the group was listed in the Hong Kong stock exchange in 1999. Recent directors under the Universe umbrella include Pang Brothers (彭氏兄弟). Other Universe brands include Century Creator (世紀創作室) and Matrix Productions (縱橫製作).

1st Logo (19??-1986)
Visuals: A still logo consisting of plain white "U" and three color bars in, and  that stretched in wide. The three color bars then shorten once until it stopped and then the Chinese characters and the text "Serif" flashes in.

Technique: Motion-controlled animation.

Audio: A trombone tune.

Availability: Seen on the 1978 release, My Darling Gals.

2nd Logo (1986-1992)
Visuals: On a black background, six bars with two in, two in , and two in flip in with very strange cuts. The "U" flies in and rotates to fit the cuts and has a notch on it. "Serif" flies in and turns as Chinese characters flies in from the middle of the screen and lands above the text.

Technique: CGI.

Audio: A high-pitched synthesized bark, which quickly turns into a synthesized lead, which segues into a funky synth theme with drums.

Availability: Can be seen on their home media releases such as Big Circle Blues.

3rd Logo (1992-1994)
Visuals: The logo begins as we see the camera flying through some asteroids with a model of the Earth shown in the background. After we get away from the asteroids, the Universe logo from before moves in from the left side and rotates into place, the company's name "Serif" is shown moving from behind below it with the Chinese text above. The logo settles in the place, leaving the Earth model in the bottom-left corner and the starfield in the background.

Technique: CGI.

Audio: A funky synthesized theme with drums, with a resonant whoosh a second after the logo starts.

Availability: Unknown.

4th Logo (1994-2004)
Visuals: From darkness, we see the Sun shining over the Earth as the screen brightens up and reveals a starfield with nebulas. The Earth is shown spinning away into the center, and after a while three comets bring up from it and move close to the screen, revealed to be respectively of, and  colors. The trails remain into the screen for a brief moment as it turns into the stripes of the logo, moving away into place. The "U" zooms away and settles, followed by both Chinese and English company names of "Serif". The logo shines slightly before freeze-framing.

Variant: On some film productions, the company name is swapped with "Serif".

Technique: CGI.

Audio: "Regal Fanfare (6)" by Keith Mansfield, which is a stock repeating brass fanfare, ascending with each note respectively being A#, F, C and G.

Availability: Can be seen on their film productions and home media releases during that period, such as Love and Sex Among the Ruins and Enemy Shadow.

Legacy: This is one of the more recognized and beloved Hong Kong film logos.

5th Logo (2000-2002)
Visuals: On a starfield, a shining, transparent Universe logo rotates away from the camera and moves to the upper position. A light trail passes into the logo before it settles; the starfield fades away as the logo turns into its colors from before and a registered mark symbol appears above it. The letters of "Serif" float in from below, and then the Chinese characters in appear underneath.

Variants:
 * Another variant has the text swapped with "Serif" . The colored Universe logo also looks more three-dimensional, and the Chinese characters are white colored.
 * There's a version of the logo with "Presents" fading in below. It also fades in from the former variant.
 * There's a still variant of the logo appearing after the usual animated one, wherein the plain 2D logo is seen with a white shadow behind. The text is also different and "Helvetica" is shown in all caps below with the Chinese text.

Technique: CGI.

Audio: Whooshing sounds. None for the still variant.

Availability: Seen on their films from the time such as Shaolin Soccer, which is perhaps the most popular film featuring this logo.

6th Logo (2002?-2004)
Visuals: We start off with a close-up of the stone mold of the Universe logo where liquid flows and the camera follows until the liquid finishes the "U" and the same three bars in the mold. The camera zooms out to reveal the Universe logo in and the stone mold fades away, with two Chinese characters appears in-between the logo.

Variants:
 * On Heroic Duo, the logo remains the same, but as for the stone mold, instead of fading away, the stone mold breaks into pieces while the camera zooms out.
 * There is a still variant appeared after the credits or at the start in some other films.

Technique: CGI.

Audio: None.

Audio Variants:
 * On Shiver, the music turns up somber and rather haunting.
 * On Heroic Duo, the sound for the logo came with the liquid flowing and glass breaking in the end while trombone music plays.

Availability: Seen on Heroic Duo, Shiver and other films released during the early 2000s.

7th Logo (2004-)
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Visuals: On a black background, we see multiple white abstract shapes moving in a glass effect. After a while, the shapes move away from left and right to reveal the text "universe" flashing in, with light emits from it, which dies down later as the camera zooms in. Soon after the light dies down, two white horizontal lines with two Chinese characters between it fade in below.

Variant: Sometimes, the logo is in black and white.

Technique: 2D computer animation.

Audio: Usually none, though some films have their own audio:
 * A quiet ethereal theme with drumbeats at the end, used in One Nite in Mongkok.
 * Several synth noises with film projector noises at the beginning, used in The Big Call.
 * A harmonious fanfare, used in Don't Forget I Love You.

Availability: Seen on Heat Team, Crazy n' The City and their most recent films.

8th Logo (2010's)
Visuals: On a black background, we see parts rotating and forming the same logo from before.

Technique: CGI.

Audio: None.

Availability: Unknown.