The identity design for Crystal Films, a film production and distribution company and one of our earlier clients, is centered around a typographic mark with an amusing negotiation between the full name logotype: “CRYSTAL Films” and the initialism: “CF”. The off-centered round frame crops the R and the slight rotation allows the F to appear next to the C, forming the initialism. The circle – which could be used on its own – and the rotation are themselves visual references to the film medium, but it is the typographic double reading that makes this wink especially expressive.