IFC
Brand Refresh

 

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.

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Unmotion

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 Zines

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.

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Client: Vice

Studio: Gretel

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