Space is not an uncommon subject within identity systems. Most identities incorporate rules that control how much buffer space to allow around the logo. Space Us is about making vacant space visible IRL, so we applied that logic to the identity system.

To highlight the blank space in the system we introduced malleable and dynamic vacant space blocks. The blocks were outlined with dotted lines – the de facto identity signifier. They exist in the identity system to give vacant space form.

The central piece of the Space Us identity is a dynamic logotype which shows the vacant space between letters and reconfigures into a myriad of static lockup options.

The brand guidelines were designed to give agency to Space Us and allow the identity to grow with them as the company scaled.

To help us illustrate what Space Us makes possible we worked with artist Jocelyn Tsaih.

Per the community focused identity guidelines we set up, every interaction on the site was meant to convey a sense of encouraging optimism and lightheartedness.

The ever active Vacant Space allowed for Space Us to create social campaigns that invited participation from their audience.

For impromptu events and installations we created tape rolls that could be used to mark IRL vacant space signaling that it would eventually be turned into a locale for an IRL Space Us happening.