Letterboxd Brand Refresh

Type
Personal Project
skills
Branding / Visual Design / UI Design / Motion Design
Year
2025

Mood & Color

Letterboxd celebrates fans of film. Naturally, I felt drawn to the sentimental experience of going to the movies.  An experience that is moody, but also fun and camp-y.

Primary Palette

Similar to the bright and colorful cinemas of old, the brand’s color reflects that high-contrast, energetic feel.

User Interface (UI) Palette

When using color in UI, its best for me to break down color into shades for the nuanced applications of color.

Each brand color is used as the base 500 value, and shades are derived from it.

Neutral colors are derived from the primary palette. Neutrals are mostly used for UI backgrounds and containers.

Typography

Inspired by the Apollo Theater signage, I searched for a type pairing that evoked the same cinematic feeling.
Swiss 911
The Swiss 911 typeface is used by Apollo in their branding today. A typeface like this instantly evokes a feeling of being at the movies – its tall and bold, and condensed, like it belongs on a movie poster trying their best to cram in all of the credits, studios, and actors.
WORK SANS
Work Sans is our workhorse type; it could work just as well on a marquee sign as on a website and for that reason performs well as our primary body copy typeface.

Logomark

Expanding upon the original logo design, I applied motion to the circles to emulate the spin of a classic 35 millimeter film spool.

UI Design

I took inspiration from cinematic staples like film reels, cinema marquee signage and ticket stubs, and incorporated them into interface elements like Cards and Navigation Menus

Re-designing the "Film" page

I re-designed Letterboxd’s Film page, introducing subtle new brand elements throughout and a more modern design overall.

Home Page Header

I designed a home-page banner that emulates the flowing motion of a 35 millimeter film spool.

Posters

I lightly explored how the brand could be expressed out in the world. I chose to create promotional posters for a fictional “Letterboxd Film Festival.”
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