VLS Branding and Identity

VLS is a renowned architectural and entertainment lighting organization.

Brief: Rock and Roll Hall of Fame. Carnegie Mellon University. Severance Hall. These landmarks have all been lit by VLS. VLS was going through many changes, including a departure of their long-time CEO, several new acquisitions, and a fleet of new services. They were looking for a rebrand that wasn’t far from their previous logo, but had flexibility and modernity.

We created a compact and bold corporate mark that retains the legacy elements of the decades-old institution. In addition, we crafted the visual identity for their new umbrella brand, called CoPilot. CoPilot’s mark was a challenge. It had to stand on its own, yet lend itself to six individual product offerings, and incorporate the aesthetic of its parent brand.

To accompany the rebrand and round out the visual identity, we created several pieces of collateral, including folders, brochures, and slicks. Colors were assigned to each service to help organize and distinguish the breadth of services VLS offers.

Disiplines

logo
Visual Identity
umbrella branding
identity systems
collateral
Illustration

Corporate Logo for VLS

“Alicia [Owner] worked up multiple logos for our company, including our revamped main logo and product brand logos. Throughout the process, she was extremely patient with us and helped with great suggestions.”

— Tom Siko, Former CEO

Umbrella Brand for the CoPilot Suite of Services

CoPilot Product & Service Logos

“Alicia [Owner] has designed several projects for VLS, including a milestone adaptation of our corporate logo, a company folder, with matching brochures and projects list, as well as drawing a half dozen icons that we could use in other marketing pieces. Alicia asks smart questions before the project even begins, to make sure she understands each project’s scope and audience.”

— Kim Craigie, Former Marketing Director

“Alicia [Owner] has been flexible when we have changed our needs mid-project, and above all else, her creativity shines through each piece. She conveys a real passion for her work, yet understands that it’s the customers’ satisfaction that matters most. Alicia is our go-to designer, when it comes to creative graphic designs. She is not only talented, but a pleasure to work with.”

— Kim Craigie, Former Marketing Director

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