Sibling Rivalry Crafts New Look For 2022 TCM Film Festival

Sibling Rivalry, the independent creative agency known for its work with brands like BET, Lexus, and HBO, recently developed the brand identity for TCM (Turner Classic Movies) 13th annual Classic Film Festival.

Launched in 2010 as the ultimate classic film event for movie fans of all ages, the Festival is North America’s preeminent classic film event. 

Sibling and TCM built on their rebrand partnership from 2021, giving the TCM Classic Film Festival a fresh look and feel for the in-person return of the event. Sibling’s work spanned OOH, environmental, merchandise, trailers, festival IDs, and on-screen graphics, as well as a special opening night experience.

“When we’re working with sub-brands and franchises that require their own distinct identities, we walk a fine line between staying close to the master brand and also creating something entirely new,” says executive creative director at Sibling Rivalry, Lauren Hartstone. “Working with Katie Daniels, TCM creative director and team, we developed a distinct identity for their iconic festival that works as an extension of the master brand and also film festivals of the past, was an incredible opportunity to practice thoughtful design and brand architecture.”

For example, just as the “C” of the master TCM logo is an activator and storyteller, the “C” in the TCM Film Festival logo is a nod to the iconic film reel that made up the TCM Film Festival logo in the past. Building off of the custom C, overlapping circular motifs, texts, and shapes, Sibling crafted a modern identity for the festival that pays homage to classic film and speaks to movie lovers of all generations.

The 13th annual TCM Classic Film Festival takes place in Hollywood from April 21 - 24th.