Vitamix Brand Identity Design

Background

Vitamix is one of the top producers of high-performance blenders for both home and business. When developing a new line of state-of-the-art blenders, the company decided it was time to bolster their brand presence. They viewed their current brand identity as dated, which didn’t fit with the forward-thinking positioning of the company. They wanted a brand identity that would heighten their presence and strengthen their positioning as a world leader.

Solution

The new brand identity is anchored by a turning blade symbol that was created out of the new Vitamix “V”. The integrated, circular symbol gives it movement, energy and impact. The Vitamix wordmark uses modified typography that echoes the symbol’s geometry and motion. The result is a new identity that gives the Vitamix brand a strong presence for years to come.

Agency: Motiv