Deep Cuts
Service
Graphic Design
Category
Branding
Year
2018
Deep Cuts was a production logo I created for Jordan Peele’s film Us. Designed for use during production, the identity gave the project a visual name and personality before its public release.
The concept played with the double meaning of Deep Cuts, bringing together scissors, rabbits, and custom lettering. I explored different arrangements and treatments to find a balance between playful imagery and something a little more unsettling.
The result was a flexible identity with several variations, each offering a different take on the same idea. The project brought typography and illustration together in a compact visual system that could work across production materials.
Production logos occupy an interesting space between branding and storytelling. They give a project an identity before the audience ever sees it, creating room to experiment with the imagery, tone, and ideas that surround a film.