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Identity design

Velin is a young international brand that brings together several projects at the intersection of media and fashion.
It is an online magazine dedicated to current events in the fashion industry and contemporary culture, and at the same time a multi-brand online boutique where you can find and order iconic pieces by the designers you just read about in the magazine's feed.
The Velin team also plans to publish a limited edition fashion almanac every year, where the most interesting finds of the season will be collected.

Velin's mission is to tell about the fashion industry in an expert but accessible way. To talk about trends, offering our own vision of what is relevant. In working with the brand, we also had to feel and catch this balance, and then find the means to express it visually.
The first step was the development of the logo. The search for a visual solution that would reflect the brand's character and mark it as a representative of the international fashion environment led us to the idea of developing an original grotesque font.
The use of simplified typographic logos is characteristic of fashion brands in general - even industry giants are increasingly resorting to this technique, abandoning more complex traditional graphic symbols. On the one hand, this is a reflection of the general trend for brevity in design, which was born on the wave of general digitalization. On the other hand, simplification solves an important symbolic task, consolidating the new status of the brand: it is recognized not so much by its logo, but by its unique aesthetics.

Although Velin's story is still in its infancy, aesthetics and the ability to broadcast their original vision is also a core value for them, and online is the main space for realization. Therefore, it was the concise typography of the name that we saw as a key element of the brand's identity.
They say that the truest ideas come while working.
This is something we have seen for ourselves. In the process of font development for Velin, we realized that we wanted to go further and add to the original grotesque garniture a characteristic element that would be meaningful and recognizable in itself.

This is how the accent letter "e" with an elongated tail appeared in the logo. It works both as a detail that draws the eye to the logo and as an icon or graphic symbol of the brand. The Velin team even used the mark to create white gold pins as gifts for employees.

This laconic touch allowed us, on the one hand, to stay within the trend for minimalism, and on the other hand, to add personality to a simple typographic logo. And most importantly, it helped us to visually reflect one of Velin's core values, a brand that seeks a balance between being the voice of the fashion industry and the desire to broadcast its own unique vision of fashion.
In addition to the logo and font, we developed other elements of corporate identity for Velin, including a concise color scheme and selection of a suitable font pair for the website.
The guidebook we created for the client is focused on digital formats and, among other things, includes a design concept for the brand's website.

When creating it, as well as when working on Velin's corporate identity, we followed a minimalistic approach. Simple and clear, not overloaded with details interface, soft color scheme with gradient - our task was to design an online space, which functionally serves as a kind of passport for photos from the lookbooks of fashion brands, and at the same time emotionally perceived as an independent fashion platform.
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