VICELAND: Brand Launch

Role: Art Director + Designer
Studio: Gretel

VICELAND is the new television network by VICE, the most notorious and innovative youth media brand in the world. With a focus on global lifestyle and culture, the network’s original content slices across the cultural spectrum: food, sex, fashion, music, sports, politics and more.

The VICELAND brand is equal parts exhibition catalog and street flyer; Craigslist and couture; generic and refined. It is simultaneously the elevated ‘high’ and vernacular ‘low.’ A translation of the VICE sensibility, it’s blunt and raw. An exposed structure, a functional language free of decoration, artifice and veneer. The brand is an objective frame for the network’s content. Unstyled, unslick, unadorned.


The Basics

Hero Logo:


Abbreviated Logo:

Stacked Logo:


Brand Palette:




Baseline Grids:


The Unbrand

The basic ingredients combine in different proportions to modulate the VICELAND expressions. The objective, null design brings the personalities, content and tone of each show to the foreground while allowing for diversity in composition and messaging, and smooth translation to any platform.

VICELAND is made by and made for people who are curious about the world at large. The brand borrows more than just visual cues from populist, vernacular design, it also functions as a service. It can point viewers to cultural events, emerging artists, topical facts, even promote local goods and services for sale. All in the interest of pointing the viewer out into the world.


Brand Zines

Brand guidelines took the form of a series of printed pamphlets; each focusing on one key aspect of the brand. Usage is demonstrated through examples, references and writing.

The brand guides articulate the how the VICELAND personality translates into language, design, motion, and editorial structure.


Executive Creative Director: Greg Hahn
Creative Director: Ryan Moore
Head of Production: Dina Chang
Art Director: Dylan Mulvaney
Designers: Dylan Mulvaney, Caleb Halter     
Animators: Ken Tanabe, Drake Miller, Daniel Clark, Brandon Kennedy
Editors: Eli Mavros, Bill Saunders
Producers: Penny Mailander, Haley Klatzkin