​IFC is revitalizing its slightly off branding with a refresh by New York-based Gretel, revealed below.

“This refresh helps expand IFC’s brand voice, and the team at Gretel once again proved they were the ideal creative partners for the network,” said Kevin Vitale, senior vice president, brand marketing, IFC, in a statement.

Among other things, Gretel also is known for rebranding Nat Geo last year.

To celebrate the network’s new look and feel, it’s offering a week of curated programming with a classic episode of Scott Aukerman’s Comedy Bang! Bang! kicking off each day this week, followed by a day-long marathon of the network’s signature series, including Portlandia, Brockmire, Stan Against Evil, Baroness Von Sketch Show and Documentary Now!

In addition, IFC is launching its own brand of slow TV with Sloth, which will feature programming across IFC’s over-the-top (OTT) apps. In October, the channel will feature Black Cats Watching Scary Movies, followed by Midterm Madness in November; Santa’s Wish List — kids react to Santa Claus — in December; Resolutions — retro work-out videos — in January and Get Laid, real-time brick laying, in February.

“Sloth takes the concept of slow TV in an absurd direction every month,” said Kim Volonakis Granito, senior vice president, digital and integrated marketing, IFC, also in a statement. With today’s relentless news cycle, this is a chance for viewers to tune-in and zone out.”

Sloth launches exclusively on Amazon Fire TV on Oct. 8, and then will be available on Apple TV, Xbox and Roku as well starting Monday, Oct. 22.

Tags: gretel ifc sloth

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