IFC: Network Rebrand 

IFC Logo

This work coincided with a major change in IFC's programming focus, and was designed to let the network's new irreverent, scrappy, and slightly juvenile personality take center stage. IFC's new programming reach included 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—reflect the "Always On. Slightly Off." sensibility. A few years later, the network successfully got through puberty and changed up its everything once again with a really smart,  more stylistically consistent approach by Gretel. 

Yes, this project was done a few years ago, and probably should be relaxing on the front porch, but this old dog still hunts. 



It 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


IFC Logo Family

Sometimes it perches safely atop the "I" of IFC, while sometimes it threatens to crush it. Occasionally, it lacks all manners and overlays the logo like a plopped-on decal. Likewise, the tagline's box is a bit ill-fitting, but not so bad that you wouldn't let it buy you a drink.


Network Graphics

IFC Endtags
IFC News

Everything is "Slightly Off". 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. Editing style is direct and blunt.

IFC Credit Squeezes
IFC Mortises

Network IDs

IFC Cottage
IFC Hotdogs
IFC Chickenheads

We created 30+ quick distillations of the "Always On. Slightly Off." sensibility. IFC gave us a huge amount of creative latitude to interpret this central idea.



IFC Sprinkler
IFC Vagolith
IFC Treehugger
IFC Brain

A library of short thematic interstitials allowed IFC to mix and match these oddities with other assets to assemble promos. The themes were based on the channel's programming genres.



IFC SXSW Beltbuckle

IFC has had a thing for SxSW, that annual corporate freakout of film, interactive media, and music festivals that take place in Austin, Texas. We made a lot of IDs, signage, backstage passes, and questionable swag over the years.   



IFC Originals

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