V.I.O. : Brand Identity

Marquette, Mich.-based V.I.O., a videocamera company that makes a wide range of helmet cams, among other products, has changed its name from Viosport/Viotac and commissioned a new brand ID from Duffy & Partners. The new logo, collateral and website features a "customized version of the camera lens as a human eye," as V.I.O CEO David Ollila puts it, keyed to the company's upcoming product release, which it bills as the "next generation of integrated point-of-view camera systems." Duffy managing partner Eric Block claims that V.I.O.'s "line of breakthrough new products and technology will take the video category it has pioneered to an entirely new level. The performance of these new products will transform the market, and V.I.O. needed a new brand identity that was able to communicate this news to the many different consumers it attracts, ranging from the adventure sports enthusiast to military personnel." The object of the ID, he adds, is to convey the notion, in a blink, so to speak, that "V.I.O enables the unique cultural trend of capturing the world on video