Viceland
Branding

 

Branding, visual identity and launch of VICELAND, the new television network by VICE. With a focus on global lifestyle and culture, the network’s original content slices across the cultural spectrum: food, sex, fashion, music, sports, politics and more.

The VICELAND brand is equal parts exhibition catalog and street flyer; Craigslist and couture; generic and refined. It is simultaneously the elevated ‘high’ and vernacular ‘low.’ A translation of the VICE sensibility, it’s blunt and raw. An exposed structure, a functional language free of decoration, artifice and veneer. The brand is an objective frame for the network’s content. Unstyled, unslick, unadorned.

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Unmotion

The way VICELAND behaves in motion is an extension of the default aesthetic. It’s ASCII, text-edit, HTML 1. No effects, no techniques – the animation is deliberately basic and throws the focus back to the content. The entire brand is built on two core moves: hard cuts and linear slides.

These can be used alone or compounded to create blinks, reveals, ripples, stretches and waves. The irony of such a low-tech, analog approach is that it can easily adapt to virtually any contemporary platform with the most fundamental tools.

 

Brand Zines

Brand guidelines took the form of a series of printed pamphlets; each focusing on one key aspect of the brand. Usage is demonstrated through examples, references and writing.

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Client: Vice
Studio: Gretel
Executive Creative Director: Greg Hahn
Creative Director: Ryan Moore
Head of Production: Dina Chang
Art Director: Dylan Mulvaney
Designers: Dylan Mulvaney, Caleb Halter, Simon Wannaz
Animators: Ken Tanabe, Drake Miller, Daniel Clark, Brandon Kennedy
Editors: Eli Mavros, Bill Saunders
Producers: Penny Mailander, Haley Klatzkin
Typeface: Helvetica LT Pro