Decimal and Mediocre balance technicality and elegance across website-builder Vev’s fresh identity
NYC-based design studio Decimal and Madrid-based creative agency Mediocre have collaborated with Vev, developing a technical identity that captures the capability and versatility of their website-building platform through a striking concoction of type and imagery. Drawn to the precision, attention to detail and meticulousness of designing a website, Decimal and Mediocre have channelled these characteristics into a distinct and refreshed visual language, while respecting elements of the brand’s legacy.
“The brief was to keep the existing logo,” Decimal’s Co-founder and Creative Director Guillermo Brotons tells us, discussing the consistent features of Vev’s identity. “Vev were happy with it and we thought it was working as well,” he adds, “but we changed everything else.” This overhaul notably began with a distinct focus on typography, opting for CoType Foundry’s Aeonik as their primary headline typeface – emboldening the brand through the san serif’s contemporary cut and characterful construction – alongside Iskry from Laïc. Elegantly constructed with plunging letterforms, Iskry provides an opulent contrast to Aeonik’s utilitarian understatement, creating a juxtaposition representative of the technicality and creativity behind Vev.
Informed by their market research and brand strategy, the creative duo also moved away from RGB vibrancy within the colour palette and supporting imagery, a trend noted in Vev’s competitors. Instead opting for subdued, refined hues. More akin to Scandinavian interior design than flashy website-building platforms, the soft, natural colours provide a depth and further sophistication to Vev’s identity whilst nodding to the Norweigian landscape around the Oslo-based company’s headquarters – accentuating the uniqueness of Vev in comparison to their competition.
This anomalous notion is also embodied through Decimal and Mediocre’s collaboration with Amsterdam-based illustrator Rutger Paulusse, who crafted a unique three-dimensional space for the brand. Populated with the identity’s colour palette, the resulting abstract world is directed by three individual geometric shapes, each representing the elements of design, content and code that go into building a website. In doing so, this combination of form, colour and type captures the literal process of making a website and showcases the infinite variability and imagination behind the practice.