Vast, a pioneering aerospace company founded by programmer, entrepreneur, and philanthropist Jed McCaleb, is making significant strides in the realm of space exploration. Established with a vision to revolutionize human presence in space, Vast operates facilities in Long Beach, Hawthorne, and Mojave.
The company has ambitious plans for the future, including the launch of its first commercial space station, Haven-1, in the upcoming year, and the development of Haven-2 by 2030 to succeed the International Space Station (ISS). In anticipation of these monumental achievements, Vast has unveiled a refreshed visual identity, crafted by the San Francisco-based design studio Manual.
Design Inspiration and Approach
The new identity draws inspiration from the classic NASA aesthetics of the 1970s, seamlessly blending the precision of advanced technology with soft, human-centric elements. This design direction reflects the company’s core values of human focus and exploration. At its heart, the identity portrays Vast as a trailblazer, expanding the boundaries of human potential in space.
In the previous wordmark, Vast’s branding already hinted at a connection to NASA’s iconic worm logo. The updated version strengthens this connection, with rounded edges in the letters “V” and “A” and refined proportions that bring a contemporary and confident feel. This reimagining ties the legacy of American space exploration to Vast’s future accomplishments, creating a brand that is both innovative and grounded in history.
Logo and Typography
Manual Studio has elevated the wordmark by introducing wider letterforms and reduced spacing between the characters, emphasizing the play of shapes within the design. This refined look is distinct enough to rival the branding of high-end automotive companies.
The typography complements the overall aesthetic, featuring Owners Medium as the primary typeface—a sans-serif font rooted in the timeless Helvetica design. Created by Los Angeles-based designer Jeremy Mickel, the font adds a geographic connection to Vast. Owners Medium reflects the humanistic values of the company, while the secondary typeface, Phonic Mono, embodies technological precision. A custom-designed numeric set, stylistically aligned with the logo, further enhances the brand’s cohesive identity.
Color Palette
The color scheme takes inspiration from the interior design of Haven-1, deviating from the stereotypical “space” colors of blue and black. Instead, it features muted tones—black, gray, and white—accentuated with a vibrant orange-red. This accent color injects warmth and energy into the branding, making it both distinctive and approachable.
Iconography and Graphics
The identity extends to a suite of space-themed icons, meticulously designed with a balance of abstraction and clarity. This minimalist yet sophisticated style is also evident in illustrations depicting the Haven-1 station, reinforcing the visual language of the brand.
Collaborating with Gerard Mallandrich, Vast developed animated visuals that showcase spatial movements along axes, mirroring the company’s projects in artificial gravity through rotational station designs. These animations breathe life into the brand’s visual narrative, emphasizing Vast’s innovative approach to space habitation.
The new identity has been seamlessly applied across Vast’s website, where brand fonts and imagery come together to present a unified vision of technological breakthroughs. The design captures the essence of Vast’s mission, offering a glimpse into a future shaped by its efforts in space exploration.
Conclusion
Vast’s refreshed visual identity is a stellar achievement, encapsulating a bold, space-inspired aesthetic across all touchpoints. It effectively communicates the company’s pioneering spirit and real-world potential in advancing humanity’s presence in space. The design not only celebrates Vast’s mission but also serves as a beacon for the next era of space exploration.
