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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Liz Gorny

Liz (she/they) joined It’s Nice That as news writer in December 2021. In January 2023, they became associate editor, predominantly working on partnership projects and contributing long-form pieces to It’s Nice That. Contact them about potential partnerships or story leads.

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