Minimal identities are easy to imitate and hard to hold together. VANTA works because every piece of restraint in it was decided, rather than simply left out.
Four blacks
VANTA uses four blacks: matte, gloss, embossed and embroidered. They share one colour and look entirely different in hand, which gives the brand variety without adding anything.
Finish over ink
Wherever the logo touches the product it is pressed or stitched rather than printed. The brand is there when you look for it and invisible when you do not.
Saying no in writing
The guidelines include a page of things VANTA never does. It is the page the team refers to most, and it has kept the brand consistent through three seasons and two new stores.
