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We shaped a design brief and started working with foundational elements to keep, discard, or evolve existing assets and principles.",[],{"_key":237,"_type":9,"children":238,"markDefs":243,"style":17},"83117e682853",[239],{"_key":240,"_type":13,"marks":241,"text":242},"30f7173a763f",[],"VSCO is a beloved brand, so it was a delicate and thoughtful exercise. The intention was never to do a complete redesign but a brand evolution. We evolved the logo and rethought the usage of its typographic family, designed by Göran Söderström from Letters from Sweden. Everything else, we updated. 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It is a platform for creative growth. It revolves around three powerful values: QUALITY, TRUST, and CURATION. We had to find a language and a story that would honor its original DNA and bridge the creative flow: from creation to expression.",[],{"_key":270,"_type":9,"children":271,"markDefs":276,"style":17},"df88fec15162",[272],{"_key":273,"_type":13,"marks":274,"text":275},"5edd95e0fd80",[],"VSCO puts the creator at the center of its existence. It believes that creativity is of the essence. It reflects all people and cultures and challenges us to be our best selves. The platform gives opportunities for discovery and growth, innovation, and collaboration. 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This relationship is the foundation for the entire design system.",[],{"_key":286,"_type":9,"children":287,"markDefs":292,"style":17},"66be4801620a",[288],{"_key":289,"_type":13,"marks":290,"text":291},"862ca5a63a42",[],"\"Photography trains us to look in and out at the same time, paying closer attention not only to the world around us but also to the quality of our own response to it.\" —Sophie Howarth",[],{"_key":294,"_type":9,"children":295,"markDefs":300,"style":17},"906759829a53",[296],{"_key":297,"_type":13,"marks":298,"text":299},"11354258ef91",[],"\"The camera is an instrument that teaches people to see without a camera.\" —Dorothea Lange",[],{"_key":302,"_type":9,"children":303,"markDefs":308,"style":17},"5b3253b1538e",[304],{"_key":305,"_type":13,"marks":306,"text":307},"67bc72c12a66",[250],"Symbol & System",[],{"_key":310,"_type":9,"children":311,"markDefs":316,"style":17},"01c338b090c3",[312],{"_key":313,"_type":13,"marks":314,"text":315},"3bc2c3fa3498",[],"We revisited the symbol: its original shape was based on 26-slot outer ring, and a 14-slot inner ring. While the seal had a strong design story behind genetic mapping, codex, and mitosis, it was experiencing performance challenges on screen devices, motion, and smaller contexts. Changing the symbol would have never been a wise option, as we wanted to pay respect to its foundational archeology and DNA. However, we needed to find a solution to optimize it. We reduced the amount cells following its geometry as a design principle from the original guidelines. We added a simplified meaning that could reflect the platform's evolution to its present state: creator at the core of the experience. The inner ring represents their creative process – tools, techniques, creations, and work. The outer ring represents their creative expression – what creators share and their relationships with their community. The symbol represents an interconnected group of dynamics, tools, patterns, and people that feed each other. An ecosystem of creative expression where CREATOR ALWAYS GOES FIRST, and it's at the center of everything.",[],{"_key":318,"_type":9,"children":319,"markDefs":324,"style":17},"f1655e33fef9",[320],{"_key":321,"_type":13,"marks":322,"text":323},"a2010e4a9045",[],"After, we unfolded the rest of the system based in the relationship mentioned with creators and their tools. A black and white symbiosis with a colorful full range in between. The black universe is born from the physical experience of looking through the camera visor. Where everything else disappears, and all that matters is the creative process. On the other hand, we have the output of that process: when creators share their work with the world and their point of view. It is pristine, light, and artwork-oriented gallery-like.",[],{"_key":326,"_type":9,"children":327,"markDefs":332,"style":17},"7a42a7f7f96e",[328],{"_key":329,"_type":13,"marks":330,"text":331},"9278f987a14b",[250],"Attribution",[],{"_key":334,"_type":9,"children":335,"markDefs":340,"style":17},"67498bd06dc2",[336],{"_key":337,"_type":13,"marks":338,"text":339},"99f15943d960",[],"Another critical strategic decision was to create an attribution device to bring the new strategy to life. This device would credit VSCO's creators and generate leads for the platform. It is composed of the user's avatar, URL, and username. Its implementation follows the circularity of the wordmark and a contextual simplification (in/out of the platform). Our attribution device serves as a wordmark that puts the creator at the core of the experience.",[],{"_key":342,"_type":9,"children":343,"markDefs":348,"style":17},"058cb1860cb3",[344],{"_key":345,"_type":13,"marks":346,"text":347},"ac90d4093e3b",[],"For VSCO, it was important to leverage member's work and promote them as part of its DNA. An attribution tag is a badge generally used:\n— As a signed-off / call to action at the end of our layouts\n— Next to the seal as a brand device\n— Next to the artwork itself when using multiple images.",[],{"_id":52,"text":350},[351,359,367,375,383,391,399,407,415,423,431,439,447,455,463,471,479,487,499,511,523,531,539],{"_key":352,"_type":9,"children":353,"markDefs":358,"style":17},"60686122b3de",[354],{"_key":355,"_type":13,"marks":356,"text":357},"68a7ac11b808",[250],"Role of typography",[],{"_key":360,"_type":9,"children":361,"markDefs":366,"style":17},"94b015019537",[362],{"_key":363,"_type":13,"marks":364,"text":365},"5942f6751635",[],"VSCO Gothic is a custom typographic family designed by Göran Söderström from Letters (Sweden). It is offered in 5 weights, including small caps versions. The typeface is intended for both digital consumption and print. The interest lies in not chasing perfection but rather realism.",[],{"_key":368,"_type":9,"children":369,"markDefs":374,"style":17},"dc4832fe9758",[370],{"_key":371,"_type":13,"marks":372,"text":373},"5529ae59a773",[],"VSCO does not overdo type. It finds the right proportions through the different typographic styles. It avoids over-decoration for an elegant and serene effect, even when we treat type as a graphic element. It also follows accessibility guidelines for informational text.",[],{"_key":376,"_type":9,"children":377,"markDefs":382,"style":17},"13ee26c6d050",[378],{"_key":379,"_type":13,"marks":380,"text":381},"c5b643d1c165",[],"We also reduced the number of type sizes in our layouts as much as possible to declutter the space and create a coherent graphic language—only using type as a companion of visual content and the creator's artwork that flows seamlessly around it.",[],{"_key":384,"_type":9,"children":385,"markDefs":390,"style":17},"8822ce00012b",[386],{"_key":387,"_type":13,"marks":388,"text":389},"2854110872d0",[250],"Role of color",[],{"_key":392,"_type":9,"children":393,"markDefs":398,"style":17},"621a73c7cb4b",[394],{"_key":395,"_type":13,"marks":396,"text":397},"040ec4a4b927",[],"While VSCO's color theory is based on black-and-white (dark for creative process and light for creative expression), VSCO's use of color encompasses the entire spectrum in between.",[],{"_key":400,"_type":9,"children":401,"markDefs":406,"style":17},"a2f49cf5f5be",[402],{"_key":403,"_type":13,"marks":404,"text":405},"ea4e5c060938",[],"Color represents creative self-expression and identity: a statement that VSCO supports individuals' self-expression, communicates diversity, and connects our customers to the tools themselves.",[],{"_key":408,"_type":9,"children":409,"markDefs":414,"style":17},"ad07e710e5a5",[410],{"_key":411,"_type":13,"marks":412,"text":413},"b5ec19a017dc",[250],"Layout",[],{"_key":416,"_type":9,"children":417,"markDefs":422,"style":17},"0f9ceadd8ef4",[418],{"_key":419,"_type":13,"marks":420,"text":421},"e63aa50b72fb",[],"For the system's foundation, we defined two main types of layouts: The first one refers to the creative process and uses film negatives as a visual reference to define type placement close to the edges. The second one refers to a gallery and editorial approach using white space to frame artwork and allow a good lecture of the content.",[],{"_key":424,"_type":9,"children":425,"markDefs":430,"style":17},"6649c63a5ecb",[426],{"_key":427,"_type":13,"marks":428,"text":429},"98d2c3a4f77d",[],"The layout system uses of grids to organize the informationand protect the artwork display. It embraces negative space for a healthy content cadence and decluttering the compositions. It also uses simplification to focus on the most relevant information for a more significant impact.",[],{"_key":432,"_type":9,"children":433,"markDefs":438,"style":17},"2c0930bad306",[434],{"_key":435,"_type":13,"marks":436,"text":437},"78b0249e42be",[250],"Programs",[],{"_key":440,"_type":9,"children":441,"markDefs":446,"style":17},"18ef165a9b90",[442],{"_key":443,"_type":13,"marks":444,"text":445},"e782d036c9f6",[],"Programs are about how the VSCO system comes to life through key marketing environments, from product marketing to curation programs. The Curation and Marketing team develops programs to empower, inspire, and push the community and creators.",[],{"_key":448,"_type":9,"children":449,"markDefs":454,"style":17},"7c87f71225dc",[450],{"_key":451,"_type":13,"marks":452,"text":453},"3ee5208f4b8d",[],"We developed a series of sub-identities for these programs. They require a visual distinction, yet they have to feel part of the overarching VSCO system.",[],{"_key":456,"_type":9,"children":457,"markDefs":462,"style":17},"f4f38de4fad5",[458],{"_key":459,"_type":13,"marks":460,"text":461},"12a20a5789bd",[],"For scalability purposes and to avoid generating a complex brand portfolio, we developed a system to generate those micro-identities for new or upcoming programs. As inspiration, we looked into lens sharpness test cards and other analog photography materials to develop a series of graphic elements that communicate the different program's offerings.",[],{"_key":464,"_type":9,"children":465,"markDefs":470,"style":17},"4d5620794e00",[466],{"_key":467,"_type":13,"marks":468,"text":469},"083b06fa240c",[250],"Curation & Content",[],{"_key":472,"_type":9,"children":473,"markDefs":478,"style":17},"bad8fd6ea65e",[474],{"_key":475,"_type":13,"marks":476,"text":477},"2cfe4606e87c",[],"VSCO's point of view around photography is to be mindful, intentional, and 100% community-focused. It is about our community and diversity. 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