Collaboration in Progress: Brand identity for the Chicago Underground Film Festival including a bespoke wordmark drawn in Glyphs, merchandise, copywriting, and a suite of tailored assets.

An identity system and custom drawn logomark inspired by CUFF’s independent, rebellious spirit. Looking at the festival’s previous word mark drawn out with paper tape, the new abbreviated ‘CUFF’ lettering maintains the festival’s DIY ethos through a nimble visual system that references hand lettering processes. Thinking of CUFF as an expansive platform for unconventional film, I built a system of symbols and lettering that scales across a wide variety of touchpoints starting with the shape of a parallelogram — the result of shifting a square downwards. This shape also visually references the shape of a film screen from an audience perspective. All photography belongs to The Chicago Underground Film Festival.