The second-hand fashion giant has teamed up with Studio Kiln to evolve its brand identity, amplifying its mission and modernising its toolkit while holding on to the handwritten logo beloved by millions.
With over 100 million registered members across Europe and beyond, Vinted has built its reputation on making second-hand the first choice. From children’s clothes to luxury handbags, its online marketplace has tapped into a growing shift in consumer behaviour, where cost-consciousness meets a desire to reduce waste.
As the brand’s global presence expanded and competition in the resale market intensified, its identity needed to work harder. Modernising and unifying the brand while keeping the emotional connection that has made Vinted so trusted was the main challenge – one that Studio Kiln embraced wholeheartedly.
Working alongside Vinted’s internal design team, the Cornwall-based studio set out to evolve the visual identity around the brand idea, New Again. “The process began with identifying and protecting the core elements users already loved – particularly the iconic handwritten logo,” says Charlie Hocking, creative director at Studio Kiln. “This was seen as a non-negotiable, and formed the heart of the updated identity.”
Rather than replacing it, Kiln gave the logo more context. The “flying through the air” script now unravels into a colourful line that acts as a central graphic device, guiding audiences through Vinted’s brand journey and connecting moments in the user experience.
Clarity meets character
The refreshed identity had to balance two needs: a clear, functional system for global teams and the expressive, personality-driven tone that defines Vinted’s brand. “We focused on designing a minimal but powerful kit of parts – each element carefully crafted to work seamlessly with the others,” says Charlie.
Instead of overwhelming the guidelines with rules, Kiln went for clarity through examples, enabling Vinted’s international teams to understand the brand intuitively. This “show, not tell” approach means the guidelines encourage consistency without smothering creativity, allowing for localisation while keeping the brand’s DNA intact.
The result is an identity that feels unified yet adaptable, whether it’s appearing in a street-level billboard in Berlin, an in-app message in Paris, or a social campaign in Madrid.
Familiar but fresher
Vinted’s instantly recognisable Calypso green was one of the biggest non-negotiables. Rather than reinvent it, Kiln refined it by darkening the tone for sophistication and pairing it with a fresh Mint hue for contrast and energy. A broader secondary palette adds vibrancy and flexibility, allowing the brand to reflect the excitement of buying or selling an item.
On the typography side, Vinted collaborated with Very Cool Studio to create a custom weight of VC Honey. Chosen for its vintage warmth and adaptability, the typeface strikes a balance between refinement, confidence, and approachability.
“We wanted people to see the identity and think, ‘of course that’s Vinted!'” says Charlie. “Perhaps they wouldn’t notice the change immediately, but underneath everything has been tightened up and improved.”
Celebrating what is described as the ‘circular journey’
As any savvy fashionista will tell you, sustainability is the core of Vinted’s mission. But Kiln’s approach avoids any overly earnest tone that sometimes plagues eco-driven brands. The visual language is built around a continuous process of discovery, connection, and celebration, leaning into the circular economy where unloved items find a new lease of life.
The flowing line from the logo becomes a narrative device, while tactile photography and motion graphics bring warmth and humanity to the brand. Rather than the glossy perfection of fast fashion, the imagery embraces natural imperfection, giving the digital experience a more authentic, real-world feel.
Motion design plays a key role in making the brand feel alive—small moments of anticipation and overshoot in animation guide users through the platform. That’s whether they’re spotting a “must-have” item or completing a sale, Kiln’s input has helped reinforce the joy in every transaction.
Flexible for a global audience
With users spanning multiple countries and cultures, the guidelines had to work everywhere. Kiln’s solution was a scalable identity toolkit with core constants – logo, colour system, type, and motion behaviours – paired with adaptable brand components.
Flexible image frames, the signature line device, and lively graphic shapes can be tailored to suit different market needs without losing that Vinted brilliance. It’s a balance of structure and freedom… one that lets the brand speak in a single voice without forgetting its local character.
Building on top of a strong foundation
The new identity hasn’t replaced what people love about Vinted; it’s built on it. “From discovering that ‘must-have’ item, to connecting it with the user and celebrating that New Again feeling, the line weaves its way through an array of lively image frames, designed to add tactility and life to a familiar digital experience,” says Charlie.
Supporting this are updated iconography and illustration styles, which the internal design team is continuing to develop. The result? A robust creative toolkit that lets Vinted meet the increasing demands of a more complex global market while retaining the spirit that made it a household name in second-hand fashion.
Standing out in a competitive market
In a space crowded with resale platforms, the refreshed identity gives Vinted greater visual distinction. By tweaking its core palette and introducing new complementary colours, the brand can communicate with more nuance, from the trustworthy familiarity of its Calypso green to the energetic pops of Mint and supporting tones.
Combined with the characterful VC Honey typeface, the look is both modern and recognisable, making Vinted harder to mistake for its competitors.
More than a facelift
While the changes are subtle enough to feel natural to long-time users, they add up to a more confident, coherent, and future-ready brand. For Charlie, the real success lies in the fact that the identity serves both the global strategy and the everyday needs of Vinted’s design teams.
“It’s about giving them a system that’s as intuitive to use as the platform itself,” he says. “The guidelines are there to inspire as much as they are to instruct.”
Kiln will no doubt shows how evolving a brand doesn’t have to mean wiping the slate clean. Sometimes, the smartest move is to hold onto what works, refine the rest, and let the changes speak for themselves over time.
