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.
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 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.
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