Rewind Room – Branding a Secret Cinema Experience
Anzor Abaz
Client: Rewind Room
Industry: Microcinema & Community Events
Location: Chicago, USA
Scope: Logo & Motion Design Sprint
Project Overview
Rewind Room is a microcinema and underground film club in Chicago that embraces the raw, intimate energy of secret screenings, DIY film culture, and community-driven storytelling. Rooted in the aesthetics of guerilla marketing, independent theaters, and classic film nostalgia, the brand needed an identity that reflected both exclusivity and inclusivity—a hidden gem for cinephiles that also felt approachable.
Challenge
The goal was to create a logo and visual system that captured the mystique of underground cinema while remaining versatile for future use in merchandise, promotional materials, and physical spaces. The brand had to feel authentic, handcrafted, and cult-like, balancing a mix of old-school film aesthetics with modern DIY energy.
Approach
We explored multiple directions based on key themes:
Secrecy & Discovery: The idea of a film club you have to "find" or be invited to.
Handcrafted & Raw: Referencing zines, DIY posters, and screen-printed graphics.
Classic Meets Contemporary: A mix of old film aesthetics with a modern, minimalist touch.
Rejected Concepts
The letter "R," with an vintage, elite character, symbolizes an exclusive community. paired with antiqua font to complement the wordmark
The letter "R," with an vintage, elite character, symbolizes an exclusive community. paired with antiqua font to complement the wordmark
The letter "R," with an vintage, elite character, symbolizes an exclusive community. paired with antiqua font to complement the wordmark
Two "R" letters are combined into a single symbol, representing the idea of community. The emblem carries a mysterious, Illuminati-like vibe
Hand-drawn lettering, conveying a sense of craftsmanship
Hand-drawn lettering, conveying a sense of craftsmanship
Final Version
Rewind + bold painted letters, craftiness as a symbol of the underground community
Rewind + bold painted letters, craftiness as a symbol of the underground community
Rewind + bold painted letters, craftiness as a symbol of the underground community
Rewind + bold painted letters, craftiness as a symbol of the underground community
Outcome
The final logo embraced a raw, cinematic aesthetic with custom typography and a bold yet minimal logomark that could live across posters, merch, and digital spaces. We leaned into textural elements, high-contrast layouts, and a visual identity that felt like something you’d stumble upon in an underground film screening flyer.
The project was more than just a logo – it set the foundation for Rewind Room’s growth, helping solidify its identity as a growing cultural space in Chicago’s independent film scene.
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Posted Feb 16, 2025
Created a bold, underground-inspired brand identity for Rewind Room, blending DIY aesthetics with cinematic elements to reflect its microcinema and community.
