VSCO develops new typeface and a symbol-based language as part of its rebrand

Visual platform and photography app VSCO has launched a new visual identity, based around the VSCO Gothic typeface developed in collaboration with Letters of Sweden founder Göran Söderström. The sans serif typeface offers five weights for both digital and print consumption.

Using VSCO Gothic as a foundation for a new VSCO design language, a company-wide research project has fuelled the development of a visual language that utilises a symbol set of geometric shapes based on the values that define the brand’s design philosophy.

The code based language sees deconstructed elements of the brand’s logo turned into cells that are used to construct an alphabet. The logo forms part of a new identity consisting of three main symbols derived from a diagram created during the re-brand process that VSCO says represents our “human experience.”

In conjunction with its rebrand, VSCO’s New York-based design team has launched VSCO ID, a collection of notes that provides insight into the research behind every aspect of the creative process behind its new identity and visual language.