Adam Brandon


Channel Identity


— Design Director

— Gretel




Always on. Slightly off.


IFC approached Gretel once again to rebrand their channel for 2018. Gretel’s initial rebrand four years earlier was so iconic that it spawned a plethora of copycats, lookalikes and bad cover bands. Furthermore, as IFC expanded both their original programming and movie events, their current brand was beginning to break at the seams. Our task was to rebuild IFC from the ground up; creating a flexible identity system that sat somewhere between guidelines and guiding principles, whilst retaining IFC’s unmistakable ‘Always On, Slightly Off’ personality.

Our solution was to dig to the very core of IFC’s personality; their voice. IFC is built on top of intelligent, witty writing, and so we developed an identity that embraces exactly that. Their voice is conversational and quick, programmed by people who have different tastes, passions and expressions. We created a typographic amplification of that voice, whilst giving them just enough rigour to hold it all together in a cohesive yet irreverent package. Finally - we tweaked the logo to give it even more quirk. Couldn’t resist.