VEEPS is a streaming service that offers access to live and on-demand events and concerts anytime, anywhere — ensuring fans never miss a show. Founded in 2018 by pop-punk legends Joel and Benji Madden, VEEPS has streamed thousands of performances to audiences worldwide. As the official live-streaming platform for Live Nation and Ticketmaster events, VEEPS has reached millions of viewers with iconic shows from some of the biggest names in music: Alicia Keys to Bob Dylan, Billie Eilish to Lil Wayne, Foo Fighters to Fall Out Boy.
Porto Rocha worked closely with VEEPS’ team on a digitally native, motion-driven identity system. With a respected roster and high-quality product poised to scale, VEEPS needed a brand that would allow them to show up as a leader in entertainment.
They started by designing a bespoke wordmark that declares VEEPS’ place in music culture. Moving away from the friendly neutrality of their previous mark, inspiration was drawn from music editorial design to craft a bold, all-caps logo that packs a punch of personality — impactful in a title card and powerful even as a sign-off, simplified as a distinctive ‘V’. A combination of bright scarlet and deep crimson was chosen as signature colors: a way to bring energy to a previously black-and-white brand and a tie back to the red LIVE indicator.
As part of the system, a custom version of LL Ruder Plakat from Lineto was created as the primary typeface, supported also by a custom version of Saans from Displaay Foundry:
While some elements command attention for VEEPS the brand, the system also flexes to let their artists (and their own brand expressions) take center stage. A custom display typeface, VEEPS Ruder Plakat, was designed to fulfill both of these needs. Declarative and distinct, it brings show-stopping presence across communications and digital touchpoints alike. At the same time, it remains neutral enough to speak to many music genres and interact with a wide range of artist imagery and logos. And just like every headliner needs their road crew, our headline type needs its secondary support: the precise and utilitarian Saans.
