Industrial Light & Magic (ILM) Rebrand
Hoodzpah · Hoodzpah (wordmark mastering by Mattox Shuler and Brian Brubaker at Fort Foundry)
A bespoke slab serif wordmark created for Industrial Light & Magic's global rebrand, featuring subtle ligatures and a custom ampersand to balance legacy with a bolder, more iconic presence.
About
Designed to honour ILM's original slab serif logo while asserting a more commanding identity, the custom wordmark was developed by Hoodzpah with final mastering by Mattox Shuler and Brian Brubaker at Fort Foundry. Subtle ligatures and a distinctive ampersand introduce a contemporary edge without abandoning the weight and authority the company's name carries. The wordmark sits alongside a revised glyph system and a supporting palette of licensed typefaces including Owners and Code Saver.
Classification
The custom wordmark is explicitly described as a slab serif, designed to feel trusted, timeless and bold, inspired by the original ILM logo's sturdy slab serif treatment.