The video content platform Vimeo has unveiled an updated visual style and a refined logo created by the studio TOOYA under the direction of Yomar Augusto. The project’s task was to preserve the recognizability and distinctive features of the old mark while introducing typographic order and improving the internal structure.
The previous Vimeo logo, introduced in 2006, was rendered in a pseudo-handwritten style. The letters appeared loose and connected, even though no actual connections existed. Inconsistent stroke weights and unusual line endings long created a sense of incompleteness, despite the mark’s high memorability.
The TOOYA team approached the task through a detailed typographic analysis and a reconstruction of the form on a strict grid. The goal was to retain the logo’s temperament while correcting visual imbalances. In the new version, letter rhythm is balanced, proportions are refined, and the v and m are more carefully shaped. The letter e lost the excess roughness in its thin strokes and became calmer in its drawing.
Despite the improvements, some issues remain. The main point concerns the lack of smooth connections between letters. The characters still feel separated, even with a more unified overall form. During the process, options with fully separated letters were considered, which would have made the mark clearer and easier to read. These sketches were abandoned to preserve the familiar image.
The updated logo looks cleaner and more composed, yet it does not create a radical effect. The project is perceived more as a careful refinement of the existing mark rather than a change in direction. The strongest impression comes from the animation, which reveals the logo’s potential over time and through rhythm.
No breakthrough resulted from the update, yet the changes feel appropriate and useful. Recognizability is preserved, and internal harmony is strengthened. The new Vimeo style highlights the company’s attention to detail and careful work with form, even without a large-scale rethinking of the brand.
