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.

Vent allows users to research and invest in new crypto projects, while its launchpad, VentUp, enables users to identify early-stage opportunities for investment. Often a confusing and overly technical topic, Blond aims to simplify and humaise 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.” 

The deciding aesthetic opted for by the studio is “dynamic and fresh, yet welcoming and approachable” consisting of a minimal colour palette of black, white and yellow. Animated stickers also add a more fun approach. 

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.”