In honor of their 10 year anniversary, Vault49 had Creative Director and Founder Jonathan Kenyon design these targeted numerals. The New York-based design firm has always held “target practice” as running theme in their studio, meaning they’ve continued to set lofty goals and doing what they could to achieve them. Vault49 is a multitalented organization. Over the past 10 years, has explored everything from branding, web design and animation to set design, installations, music promos and projection mapping. To celebrate their decade of operation, they sold these numbers as individual posters.
Vibrant colors and uniquely shaped targets make the heavy, serifed numerals pop. Keyon used a handsome serif. It’s beautiful curves and heavy terminals and tails break from the structured target, especially when the targets are polygons. The layering of the numerals and the target rings created an interesting optical illusion that tricks a moment before you can focus and see what’s going on. Notice for instance, the center of the target of no. four and the way it subtly overlaps the numeral. The ascender on the four is covered by the second largest ring while other extending parts of the numeral are not, breaking the realistic spatial order to create an interesting effect.
I asked Kenyon what he thought the studio’s best year was and he said it was tough to pick a winner. “Designing a tent at Glastonbury was a buzz, painting a 1,000 square foot mural in Seoul was exciting,” Kenyon said. “Our goal is to make a living doing work that makes us happy, so I’m proud of any work we do where we both had a good time and got paid well to do it!”
Moving forward, the studio is working on food trucks in NYC, collaborating with local breweries, designing their first treehouse and launching a project called “Death Match.”