The Criterion Channel | Fall 2024 | 6 weeks | Individual
Brand Strategy and Repositioning
Web and UI Design
The Lens Flare
The Criterion Company has a storied history of pioneering letterboxing, special editions, and movie commentaries in the realm of at-home TV. Now, as the company moves into the streaming sphere, its new identity offers an opportunity to distinguish itself as a true niche player by bringing the physicality of filmmaking back into the streaming experience. This interstitial would play before every Criterion film.
If It Ain’t Broke...
Truthfully, not every rebrand requires a complete overhaul. The Criterion ‘C,’ carved out of a full circle, has been in use for nearly two decades. The addition of an accent color—Subtitle Yellow—along with concentric circles and an updated logotype set in JL Pirelli, lends a subtle yet refined finish. JL Pirelli was chosen for its similarities to Futura and old Art Deco-style typefaces.
Simple and Generative
When applied to social media or video splash screens, the lens flare motif serves as a stylistic device to break up information and images. The idea of circles along a single line is endlessly generative—anchored by one core concept yet allowing for millions of simple, yet unique, combinations. This motif can also be adapted for patterning in physical media.
An Identity Brimming with Nostalgia
The Criterion Channel houses cult classics, international films, and documentaries that are often vintage and difficult to find elsewhere online. The redesigned website redefines at-home streaming with visuals reminiscent of movie stubs while prioritizing key details for its target audience, such as awards, directors, and year of release. Acme Gothic is used as a secondary typeface to highlight titles and further reinforce the identity’s old-Hollywood aesthetic.
A space on the Internet for cinephiles.
Criterion dominated the at-home movie scene during the DVD and VHS era. To distinguish itself from new competitors such as Netflix, Hulu, and HBO Max in the digital age, the redesigned website emphasizes old-school moviegoing aesthetics while showcasing the carefully curated special collections released each month. Exclusive releases, commentaries, and interviews are highlighted with distinctive section headers and image treatments.
© Amber Li | Last updated Feb 2025Back to top ↑