# Vevo new logo (2016)

> Vevo launched a new logo in Jul 2016, designed by Violet Office. New logo and identity.

## Key facts

- Brand: Vevo
- Launched: Jul 2016
- Studio: Violet Office
- What changed: New logo and identity.
- Why: Vevo said its sharper new mark was designed to frame artists' videos and get out of their way.
- Industry: Streaming
- Logos: https://rebrandlog.com/logos/vevo-2016/before-wb.svg (before), https://rebrandlog.com/logos/vevo-2016/after.svg (after)

## The rebrand, explained

Vevo, the music video service, had refocused on mobile in 2015. In July 2016 it unveiled refreshed iOS and Android apps in New York, and The Verge reported that the changes began with the logo.

The revamp was slight. The Verge described the new mark as sharper and a little more elegant than its predecessor, designed to let Vevo get out of the way of the videos from major and emerging artists. 'We're just the frame,' Vevo's marketing vice president said at the unveiling.

The product changes explained the thinking. Users could create profiles to share their tastes with friends. The feed now played videos full-bleed in portrait as well as landscape, a move The Verge read as aimed at Snapchat users and reminiscent of YouTube Music. Vevo used machine learning for the first time to build playlists around artists and genres, alongside its discovery hub, Dscvr. It also added original content around the videos: curators from Stereogum and Rap Radar building playlists users could follow, programming such as The Fader's 'The Slang Show', and three US-based hosts appearing in short-form videos.

The Verge said the plan pushed Vevo closer to a mobile MTV, the music-video version, at a time when artists such as Rihanna and Drake drew huge online audiences. Vevo claimed 400 million active users across platforms, 60 per cent of them watching on mobile, and hoped to build enough goodwill to launch a subscription service against Spotify and YouTube Red.

The Verge named the people behind the pitch. The frame line came from marketing vice president Stacy Moscatelli. The curators were Stereogum's Scott Lapatine and Rap Radar's Brian 'B. Dot' Miller, and the three hosts were Drewsky, Lizzy Plapinger and Julz Goddard. Vevo also said it would keep improving the machine learning playlists over time. Putting faces and named tastemakers next to a deliberately recessive logo is the right split: the mark steps back so the people can carry the personality.

'We're just the frame' is a good brief for a brand that lives in the corner of other people's videos, and a quieter wordmark suits a portrait screen. The problem is that frames are easy to replace. Vevo's real competition was the platform its videos played on, and a slimmer logo was never going to fix that.

In short: Just the frame.

## Sources

- https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_vevo_by_violet_office.php
- https://violetoffice.com/work/vevo
- https://www.theverge.com/2016/7/14/12189888/vevo-rebrand-ios-app-profiles-curators

## Cite this

Rebrand Log, "Vevo new logo (2016)", https://rebrandlog.com/rebrand/vevo-2016/, last updated 2026-10-20.