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 cover bands. Furthermore, as IFC expanded both their original programming and movie events, their current brand was feeling inflexible and breaking at the seams. Our task was to rebuild IFC from the ground up; creating a flexible identity system that sits somewhere in the space between guidelines and guiding principles while retaining IFC’s unmistakable ‘Always On, Slightly Off’ personality.

Our solution was to dig to the very core of IFC’s personality; the brand voice. IFC is built on top of intelligent, witty writing, and so we developed an identity that embraces precisely that. It is conversational and quick, programmed by people who have different tastes, passions and expressions. We created a typographic amplification of that voice while giving them just enough rigour to hold it all together in a cohesive yet irreverent package. Finally - we tweaked the logo to give it 3.5% more quirk.

This project was honored by The Type Directors Club in their 2019 Awards.