IFC: Network Rebrand 

IC tagline

THE INDEPENDENT FILM CHANNEL (IFC) is "Always On. Slightly Off."  IFC's reach includes a wide selection of indie culture. Music, film, food, sex, gaming, and internet shenanigans are all within IFC's creative domain. Everything—from the channel's logo to promos to show packaging—reflects the "Always On. Slightly Off." sensibility.

The first task was to distill the essential ideas into the logo and tagline design. There's an implied twist in the tagline—something hinting at interesting contradictions, odd juxtapositions, and possibly rude (but enjoyable) surprises.

The logo seems pretty straightforward, but if you take a closer look at the letterforms, you'll notice there's something a bit off in each of them. Corners are irregularly rounded, straight lines aren't quite perfectly straight, and right angles are ever-so-slightly bent.

IFC Logo Closeup

Next, look at the tagline. Sometimes it perches safely atop the "I" of IFC, other times threatens to crush it. Sometimes it simply lacks any manners at all and overlays the logo like a decal. Likewise, the tagline's box is a bit ill-fitting.

IFC Logo Family

Network Graphics

Graphic elements are "Slightly Off" throughout the system. Logos and text can be placed tastefully within the composition, or they can sit proudly on top of imagery and footage. Typography is big and unfussy. Titles live in boxes, just like the tagline. Editing style is direct and unfussy, and tied closely to sound design elements developed by our audio partner, Joel Pickard of Hatfarm.

Network IDs

Distillations of the "Always On. Slightly Off." sensibility.


A lot of time was devoted to creating a library of thematic interstitials that IFC could mix and match with other assets to make promos. The themes were based around the channel's programming genres and included such all-time favorites as comedy, sex, music, food, horror, and action, among others. 


All things Austin, all the time.

IFC Menus
IFC Transitions

IFC Logo On A Bush
IFC Print Samples

Direction, Design, Research, Writing: Matt Eller, Bill Morrison, Lee Schulz
Edit: Bill Morrison, Matt Eller
Typographic System Design: Matt Eller, Lee Schulz
Motion Design / Animation: Matt Eller, Lee Schulz, Anouck Iyer
Photography: Bill Morrison, Bryan Dalton, Judah Switzer
Audio: Joel Pickard of Hatfarm
Print Direction: Kristina Mueller
Production: Willie Bogue
Prop Wrangler: Bryan Dalton

Client: IFC
Kent Rees, SVP Marketing
Kevin Vitale, VP Creative/Brand Creative Director
Meredith Cooper, Associate Creative Director
Jessica Degler, Executive Producer
Fredric Mullin, Executive Producer