Brand identity for UK-based independent television production company Impossible Factual. The initials being ‘IF’ was a delicious gift as a starting point for the identity for the fact-based production company; IF this then why… (asking the questions); IF this then that's because… (providing the answers). Flipping the ‘i’ to form an exclamation mark reinforces the information focussed aspect Impossible Factual would be presenting. The choice of dark green sits well within and recognises its genre.