Vietnam Is Awesome

A strategic identity rooted in culture, built for community

Vietnam is not one thing—it’s everything, all at once. It’s the scent of phở rising from a street stall at dawn. It’s a rooftop DJ set in Da Nang. It’s tradition woven into everyday life, and modern culture reimagining what comes next.

With that in mind, we shaped a brand concept that celebrates this duality. Vietnam Is Awesome becomes more than a platform—it becomes a living reflection of the country’s dynamic spirit, made accessible through a trusted, community-first lens.

A mark that moves like Vietnam

VIA’s new logo is designed to feel like Vietnam itself—personal, expressive, and full of character. Inspired by the flowing lines of Vietnamese cursive handwriting, the mark captures the warmth and spontaneity of human connection—like a handwritten note passed between locals or a traveler’s scribbled memory in a journal.

At its center is a subtle star, echoing the national symbol of Vietnam. It anchors the logo with a sense of place and pride—reminding us that while every journey is personal, it’s rooted in a shared cultural story.

Vietnam, told in many accents

The VIA logo system was designed to grow with its community. From main brand moments to local chapters, each variation carries the same spirit - rooted in Vietnamese cursive, full of character, and easy to recognize. It keeps everything connected, while still letting each sub-community feel like its own.

The energy of Vietnam in full color

The color system was built to reflect a modern, ever-evolving Vietnam - bold, bright, and full of life. With a dynamic color palette and flexible layouts, it adapts easily across different communities while keeping the energy and curiosity that define VIA at its core.

A system as layered as the culture it represents

VIA’s illustration style captures Vietnam the way it’s lived - intimate, playful, and full of personality. From sidewalk scenes to late-night eats, each drawing feels like a moment sketched from memory, bringing the everyday magic of Vietnam to life with charm and character.