A new Vent identity from Blond aims to humanise and simplify crypto-funding

The creative studio sought to encourage both novices and the crypto-savvy to engage with the brand, “without alienating either of them”.

11 January 2022


As crypto-currency becomes increasingly embedded into our daily lives in various ways, there’s been an influx of designers faced with the same question: how do we humanise tricky tech subjects? In keeping with other tech-driven rebrands of late, London-based creative studio Blond has produced a brand identity and strategy for crypto funding platform Vent, using humanistic design signposts to appeal to a new, broader demographic.

As a platform, Vent allows users to research and invest in new crypto projects, while its launchpad, VentUp, enables users to identify early-stage opportunities for investment. After being approached by Vent to design its new identity, Blond spotted a clear opportunity in its research to simplify and humanise the crypto investment offering, which was “often polarising and targeted at a small consumer group”, says the studio. At the same time, the identity “also needed to be subtle and sensitive so as not to alienate early adopters.”


Blond: Vent brand identity (Copyright © Vent, 2021)

To bring about its vision, Blond adopted a “dynamic and fresh, yet welcoming and approachable” aesthetic. A minimal colour palette appears across the identity, primarily consisting of black, white and yellow – “it’s bold and current but also bestows trust,” the studio adds. Elsewhere, animated stickers and vibrant signal colours help to add a touch of fun, making it more personal.

Getting the juxtaposition right between the logo and the product line played a crucial part in the design process for Blond. The studio wanted to ensure that the two work together when positioned closely, but that they were “flexible” enough to form a clear distinction without the use of colour or extra space.

For the logo, a bespoke in-house typeface was used; the font for the product line comes from typeface Trash. The studio concludes: “Reminiscent of a growing plant, the letter ‘V’ of the client’s name in the logo symbolises an inclusive community with open arms, while reflecting the “launchpad” nature of Vent – nurturing new ideas and helping businesses grow.”

GalleryBlond: Vent brand identity (Copyright © Vent, 2021)

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Blond: Vent brand identity (Copyright © Vent, 2021)

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About the Author

Liz Gorny

Liz (she/they) joined It’s Nice That as news writer in December 2021. After graduating from the University of Bristol, they worked freelance, writing for independent publications such as Little White Lies, Indie magazine and design studio Evermade.

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