The VICELAND brand is equal parts street flyer and exhibition catalog; Craigslist and couture; generic and refined. It is simultaneously the elevated ‘high’ and vernacular ‘low.’ This theme of ‘high meets low’ came to define the look, tone and behavior of the brand.

Inspired by VICE’s punk roots, the VICELAND brand is unstyled, un-slick, unadorned. It serves as an objective frame for the network’s content; an exposed structure, a functional language free of decoration, artifice and veneer. The voice and design punctuate, counterpoint, inform, and whenever possible, step back to keep the focus squarely on the content. This core idea: the un-brand, informs everything from copywriting to layout, animation, editorial, even media placement.

The pared back, functional aesthetic defines each core ingredient and how they work in concert. From the colors (black and white) to the typeface (Helvetica Bold) to the logo (VICELAND set in Helvetica Bold), each element is stripped down to essentials.

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 across different media, from phone booths and billboards to social video, TV spots and magazine ads.

The way VICELAND behaves in motion is an extension of the default aesthetic. It’s ASCII, text-edit, HTML 1. No effects, no techniques – the animation is deliberately basic and again throws the focus back to the content. The irony of such a low-tech, analog approach is that it can easily adapt to virtually any contemporary platform with the most fundamental tools.

Since launch, VICELAND’s viewership has averaged double-digit growth every quarter, along with the stickiest promo retention in cable (93.96% completion rate).

VICELAND has an ever-expanding array of original, innovative and experimental content and earned two Emmy nominations for their work with Gloria Steinem and Ellen Page.

VICELAND has lowered the channel’s overall age by 15 years (since taking the place of A+E Networks’ H2 network).

Overall, the channel has found incredibly high engagement with viewers through multiple platforms.