IFC Re-Branding

IFC is a comedy network with sharp original series like Portlandia and Comedy Bang! Bang! and an expansive library of movies. They occupy a unique niche in the comedy spectrum and draw a loyal audience of followers on and off-air. Part of the impetus for the rebrand was to make a clear break from the brand’s legacy as the Independent Film Channel and raise some awareness about their new, expanded slate.

Thinking of IFC as a venue became a through-line: billing talent, promoting the acts, curating the movie selection and being careful never to steal the spotlight from the headliners. This core idea informed all aspects of the design, from the logo to the endpage layouts, even the typography. Honing the ‘Slightly Off’ brand voice led to re-thinking the use of language on the network as a whole; from title cards to promo structures.

A stamp system for organizing and branding content, insider language, top 5 lists, meme-like IDs; slicing our content through different filters keeps our promotion sticky, unconventional, Slightly Off. A crisp, clear graphic language lets the voice shine through. Hundreds of movies, 6 Original comedies, 3 colors, 2 typefaces, and one singing couch: IFC

IFC Branding from Gretel on Vimeo.

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