“‘GLYPH’ — A word used to describe both ancient pictographs and modern computer characters — a timeless symbol that conveys meaning without words.”
For Spring/Summer 2022, Vitaly is elevating its visual identity by introducing “THE GLYPH”: an icon that stands as “a symbol of Vitaly’s future — one that is genderless, inclusive and sustainably produced with 100% recycled stainless steel.”
Schön! spoke with one of the minds being the label for the full story.
VITALY is changing their visual identity for Spring 2022. Why is this change important for the brand?
Just over a year ago, we decided we wanted to redesign our logo to better reflect who we are as a brand today, and where we see ourselves in the future. Our objective was to create a new Vitaly wordmark and accompanying symbol that are contemporary and future-looking, but also timeless and impactful. For us, the most important part was that our new visual identity had to properly reflect the values of Vitaly: that design should be inclusive, sustainable and experimental.
Introduce us to “The Glyph”. Why did you select this name and icon?
We worked with some very talented designers to channel all of our brand history and DNA into one single symbol, which we have been referring to as the Glyph. The word “Glyph” can be used to describe both ancient pictographs and modern computer characters—it’s a symbol that conveys meaning without words. The Glyph symbol carries forward elements of the brand that have been there since the beginning. The “X” shape is a reference to our roots in architecture and our love of structural forms. But by adding a curving, organic shape to the X, it becomes less rigid and more open. This fluid shape has become a symbol of our ever-evolving experimental design process, and something that will carry us into the future. And for those wondering why we used an X instead of a V, if you look in the negative space, there are actually four connected V’s within the Glyph.
What defines a 2022 VITALY wearer?
We like to think that today’s Vitaly wearer is someone who cares about self-expression and wants to feel powerful and strong when they get dressed in the morning. We make pieces out of stainless steel—a tough, defiant metal— and we think that the strength and hard-edged energy of the steel can be channeled into a person’s sense of self.
What was the inspiration for this collection?
We wanted to unveil the Glyph in a way that was much more dramatic than simply saying, “Hey, look at our new logo.” We imagined the Glyph “arriving” on earth—some sort of otherworldly entity, shrouded in mystery. It appears in the form of crop circles, strange bird formations, and inside people’s eyes. We collected these cryptic “sightings” of the Glyph as they appeared around the globe, and then used the sightings to introduce the symbol to our audience. The campaign then leads into a film and photoset where the models have the Glyph implanted in their skin, as if those who encounter the Glyph are somehow changed by it on a molecular level.
The accompanying collection of accessories puts the Glyph front and centre. We adapted our classic pieces to incorporate the Glyph symbol, adding custom clasps that give even our simplest chains and bracelets a defining mark. We also introduced some beautiful Glyph hoodies and tees, all made here in Canada from 100% organic cotton.
Notable names from the music industry are frequent VITALY wearers. What do you think makes VITALY such a prominent name within the music industry?
We create pieces that make a statement, and musicians and other artists seem to gravitate towards that because they’re all about making statements with their own art. As our design practice becomes increasingly experimental, we seem to resonate more with the artists who are shaping the culture around us, and we couldn’t be more grateful for the opportunities we’ve had this far.
What is next for VITALY?
Hopefully 2022 will be our biggest year yet as we roll out the Glyph and introduce our audience to the future of Vitaly. We will be releasing some amazing new eyewear styles, a homewares collection and building out a soft-goods line including bags, hats and the perfect hoodie, which we just dropped on the site. We also have some amazing collaborations coming down the pipeline so stay tuned!
photography. Feng Jiang
creative direction. Zack Vitiello + Joe Cornfield
art direction. Primera Ng
fashion. Steph Major
models. Charlie + Tashi @ Next Models Canada, Natasha + Trevor @ Want Management, Danielle @ Humankind + Hubert @ Dulcedo
campaign film. Joe Cornfield
hair. Jasmine Merinsky
make up + nails. Lisa Kolmakova
set design + photo assistant. Judy Gu
production. Scott Mc Donald
sfx. Elyssa Skode
vfx. Malikeena, Rayul, Emre Onol, South Lab, Robin Lochmann + Somesh Das
fashion assistant. Bulgun Bulia Puteeva + Kai Jackman
hair assistant. Jordan Giang
make up assistant. Matthew King
production assistant. Bronte Martin
assistant camera. Colin Outridge
interview. Faseeha Khalid