Branding for the Horror genre has become increasingly cheapened throughout the 21st century. Most horror design elements consist of crackled fonts, blood splatter, or heavily edited images. After Dark Film Festival explores fear, while not resorting to typical styles of horror design. After Dark Film Festival’s branding consists of nostalgic images reflecting the timeline of Baltimore's renovated Parkway Theater (1912–1977) which is the hosting location of the festival. The collages are meant to represent common fears amongst people that are relatable, such as dogs, house fires, public speaking, heights, illness, ect. After Dark Film Festival explores a different language of fear and attempts to change the way we view and think about horror.