Vie Urbaine
Brand strategy and design
Brief & role.
Vie Urbaine asked us to modernize its identity and make it work harder across digital, print, and in-person touchpoints. We led with brand strategy and design—clarifying the positioning, redesigning the logo, and building a scalable system (type, color, layout, social/OOH applications) the team could produce with every week.
Logo rationale.
The previous mark struggled at small sizes and in multi-channel use. We rebuilt it as a clean, monoline symbol with simple geometry and responsive lockups (horizontal, stacked, icon-only) so it reproduces crisply from social avatars to signage. The curved line suggests a city route in motion; firm angles hint at intersections, both cues supporting the idea of discovery in urban life.
System & usability.
We paired the mark with a high-contrast palette and a legible type scale designed for phones first (captions, maps, tickets), then extended to print. The color set was tuned for WCAG contrast on key pairings; the grid and spacing rules keep layouts consistent without feeling rigid. A lightweight toolkit reduces rework and shortens time-to-ship for the client’s internal and vendor teams.
Cartographic Inspiration
The identity takes its core metaphor from urban cartography. The continuous “route” line in the logo becomes a flexible asset across the system: animated path reveals in digital, subtle line-work patterns for print, and wayfinding accents in event materials. It’s a visual language that invites movement—the same curiosity that drives people to explore the city.
In summary, the rebrand turns Vie Urbaine into a recognizable, production-ready system rather than a one-off logo. The new identity is modern and distinctly urban, scales from small digital surfaces to large formats, and is easier for partners to execute consistently. The result: clearer storytelling, faster approvals, and a brand that feels at home in the city it celebrates.