a new look for an old friend
Back in 2014, I applied for work experience with Vu Online, a local web design studio. What started as a week in the office quickly turned into a part-time job, and I worked as their Chief of Stuff for the next eighteen months — right up until I left for university. I was happy to hear recently that they were planning to redesign their identity, and even more delighted when they asked me to collaborate with them on the project.
I worked closely with the team at Vu to determine the shortfalls of their former identity and define what their actual target audience was, along with how a new identity could better appeal to it. The result was a much more playful, less masculine approach which features large blocks of colour, modern typography and subtly-animated isometric illustrations.
The logo is a geometric abstraction on Vu’s name, intended to be versatile with regard to colour and size. I worked on a series of playful alternate logos highlighting the different areas of Vu’s practice, as SVG format to reduce load times on the website.
Though it was Vu who built the website, I contributed to its design and layout, along with the illustrations and code for the animations which populate it. Typography was a significant challenge, as complementing such a geometric, playful logotype while retaining sophistication and maturity is no easy task.
I used Sofia Pro, in bold, occasional doses to reflect the logo within the type, then paired it with Freight for a more elegant touch (Freight Display and Freight Text, depending on size — Text has too little contrast at large sizes; Display too much when small).
The business cards’ colour, and logo variant on the reverse, reflect each Vu team member’s particular role or specialism: yellow for design, blue for development, and pink for marketing and strategy.
Along with these larger illustrations (for both advertisements, and main sections of the site), I produced the below series of isometric icons representing the different services Vu offer.
See for yourself — take a look at Vu’s website.