After our initial rebranding of IFC, several competitors had begun to ape everything from IFC blue to the signature motion behaviors. It was time for a change, and to do that we leaned on the one thing nobody could copy, the IFC voice. We stripped the brand down to the studs and built back a simple, nimble, platform-agnostic brand that built the Always On, Slightly Off typographic voice into a graphic identity.
The way VICELAND behaves in motion is an extension of the default aesthetic. It’s ASCII, text-edit, HTML 1. No effects, no techniques – the animation is deliberately basic and throws the focus back to the content. The entire brand is built on two core moves: hard cuts and linear slides.
These can be used alone or compounded to create blinks, reveals, ripples, stretches and waves. The irony of such a low-tech, analog approach is that it can easily adapt to virtually any contemporary platform with the most fundamental tools.
Brand guidelines took the form of a series of printed pamphlets; each focusing on one key aspect of the brand. Usage is demonstrated through examples, references and writing.
Executive Creative Director: Greg Hahn
Creative Director: Ryan Moore
Head of Production: Dina Chang
Art Director: Dylan Mulvaney
Designers: Dylan Mulvaney, Caleb Halter, Simon Wannaz
Animators: Ken Tanabe, Drake Miller, Daniel Clark, Brandon Kennedy
Editors: Eli Mavros, Bill Saunders
Producers: Penny Mailander, Haley Klatzkin
Typeface: Helvetica LT Pro