Identity for VITON¹³'s own brands: five marks, one accent colour

VITON¹³ is a company with several brands of its own: VITON¹³ SCHOOL, VJOURNAL, VIT MARKET, the VITON XIII fragrance line and the lines of its store. The task was to give the company, the school, the journal and the marketplace a set of marks that read as one family and that the site draws itself, on light or dark backgrounds and in several sizes.

The VITON¹³ lockup pairs the globe-V mark, a 512 × 512 image, with a wordmark that sets VITON before a bold 13. One component draws it in three tones (auto, light and dark) and three sizes. In running text the name is shown with a raised 13 at display time, while source copy, URLs and metadata keep the plain spelling.

The VITON¹³ SCHOOL mark is a globe built from a ring, two meridians, a split axis and a belt that holds a high-contrast V. It is inline SVG on a 1000-unit grid, drawn in currentColor so that it takes the colour of the text around it, and it is also exported as an SVG file and a 1600 × 1600 PNG.

VJOURNAL and VIT MARKET are wordmarks set in type, not drawn. The VJOURNAL masthead is the word at weight 800 with −0.058em tracking, scaling with the screen from 3.4 to 6.1 rem, centred between the edition and date on one side and VITON¹³ with the story count on the other. VIT MARKET is a sky-blue tile with VIT set above MARKET, and the same hub sets RU on a paper-toned tile and FIND on an ink-toned one.

The lockup and the SCHOOL mark are components that any page can call; the VJOURNAL and VIT MARKET marks are type set in the code of the pages that show them. The lockup renders neither a link nor a heading, which leaves that choice to the page around it, and its globe image names itself VITON¹³ for screen readers only when nothing else labels it.

The palette is black with a single accent, sky blue #5ac8ff. It appears in 10 CSS modules: the store and studio hubs, VIT MARKET, the shared bento grid, the legal pages, the 404 page and two blocks of the homepage.

Social previews are rendered by scripts rather than drawn one by one: two scripts produce 20 cards of 1200 × 630 for the help, store, ANIRI and VITON XIII pages and 70 cards for 14 studio services, one per page and language.

The store at store.viton13.com carries four lines: Old Money (16 products), VITON¹³ & RISE (10), ANIRI (3) and VITON XIII BEAUTY HOME. Its sitemap lists 46 paths in five languages, 230 URLs.

VITON XIII holds five fragrances, each a 50 ml Eau de Parfum with its own store page in five languages: OBSESSION and GELO for men, FLEUR POLLEN and Oh my God for women, and MILANO as a unisex scent. Each has its own family, such as fruity chypre for GELO and amber woody spicy for OBSESSION.

The SCHOOL globe-V is in use on the Russian VITON¹³ SCHOOL page, captured in September 2026 for the cover of this case.

There is no brand book or guidelines document: the rules live in components and style sheets. Old Money, RISE and ANIRI have names and typography but no logo files, and the VJOURNAL and VIT MARKET marks are CSS type, not drawn logos. An older VITON¹³ CENTRE EDUCATION logo file is still in the repository, but no page uses it.

Black and sky blue is the system of the hubs, not of every page: the homepage moved to a light palette on 10 September 2026, and the SCHOOL page uses its own colours. The men's and women's VITON XIII collections are still in development and hold no items.

Many brand visuals are generated. The GELO bottle picture is AI-generated, and its file carries C2PA content credentials from an OpenAI image model, so it is a product visual, not a photograph. Nothing in this case measures recognition or sales.