VPS
CLIENT
VPS
INDUSTRY
Finance
VPS
INDUSTRY
Finance
THE CHALLENGE
VPS had established itself as one of Vietnam’s leading securities firms. But as the brand expanded across more channels and touchpoints, maintaining a clear and consistent identity became increasingly complex. The challenge was not simply to refresh the brand while retaining its existing logomark, but to build a more coherent system around it. The new expression also needed to make investing feel more approachable and relevant to a new generation of investors.
THE SOLUTION
To bring greater coherence to an increasingly complex brand ecosystem, we built a flexible visual system around the idea of people and technology working together. A simple interaction between two geometric forms became the foundation of a graphic language that could extend across 2D, 3D, typography, color, and digital applications while remaining recognizably VPS.
Designed to work across teams and touchpoints, the system balances creative expression with everyday usability, giving the brand a more contemporary and approachable presence. Rather than a static set of brand rules, it is a living identity designed to grow alongside VPS.
VPS had established itself as one of Vietnam’s leading securities firms. But as the brand expanded across more channels and touchpoints, maintaining a clear and consistent identity became increasingly complex. The challenge was not simply to refresh the brand while retaining its existing logomark, but to build a more coherent system around it. The new expression also needed to make investing feel more approachable and relevant to a new generation of investors.
THE SOLUTION
To bring greater coherence to an increasingly complex brand ecosystem, we built a flexible visual system around the idea of people and technology working together. A simple interaction between two geometric forms became the foundation of a graphic language that could extend across 2D, 3D, typography, color, and digital applications while remaining recognizably VPS.
Designed to work across teams and touchpoints, the system balances creative expression with everyday usability, giving the brand a more contemporary and approachable presence. Rather than a static set of brand rules, it is a living identity designed to grow alongside VPS.
Without the need to rework the entire logo, VPS needed a refined version of its existing mark, carefully mastered to support a digital-first system that helps the brand adapt seamlessly across applications.
At the heart of the concept is the interaction between two geometric forms. The rounded rectangle represents technology while the circle represents people. Together, they create a flexible graphic language in both 2D and 3D, forming the foundation of the VPS visual world.
The typography follows the same logic. A rational sans serif brings clarity and discipline, while a humanist italic serif introduces warmth and individuality. The color palette feels fresh within the financial sector, yet instinctively at home in stock investing. It extends seamlessly into product-ready digital tokens across VPS’s platforms.
Rather than borrowing from the dry, corporate conventions traditionally associated with finance, the visual world reflects the energy of a digital-first investment platform. Contemporary 3D forms and generative graphics bring depth, movement, and a sense of possibility to the brand.
For an organization of VPS’s size, creative expression had to be supported by operational simplicity. We developed a series of practical tools, reusable assets, and templates to reduce friction in daily production, all supported by comprehensive guidelines covering the core brand, photography, social media, and digital product experiences.
The result moves beyond the traditional model of a static brand rulebook. It is a living system, built to grow alongside VPS.
CREDITS
Creative Director
Giang Nguyen
Designers
Minh Nguyen
Phong Pham
Nhan Nguyen
Nha Tran
Lam Vo
Motion Designer
Phong Pham
Project Manager
Lam Nong
Documentation
Phong Pham
Giang Nguyen
Designers
Minh Nguyen
Phong Pham
Nhan Nguyen
Nha Tran
Lam Vo
Motion Designer
Phong Pham
Project Manager
Lam Nong
Documentation
Phong Pham
3D Artist
Wansentai
Wansentai