"We’re enhancing the way we communicate and present ourselves, both internally and externally, to accurately reflect the progressive and innovative company we are today. We believe this new logo strikes the perfect balance between honoring our legacy while looking to the future."
– Steve Rendle
Chairman, President and Chief Executive Officer
The Brand Identity Guide
The VF Corporation Brand Identity Guide establishes the rules and standards for how we communicate and present ourselves using our newly designed logo and brand expression.
This guide is our central resource for using consistent language and visuals to present One VF to our associates and the outside world, while maximizing the impact of our communication.
The guide includes information on:
- Logo Usage
- Color Palette
- Typography
- Photography
- Brand Expression
- Verbal Framework
The Logo
The VF monogram holds significant heritage, especially within our industry. The new logo brings that iconic heritage into the future, pushing it further to create a unique and memorable mark for the next 50 years and beyond.
The new iconic logomark has been designed as a symbol that expresses VF’s core values. Here, the two letters share the same stroke, expressing unity and collaboration. A bolder typeface expresses passion and action, while adding some soft elements communicates care, authenticity and empathy.
The letters touching the outer limits of the circle convey openness and inclusivity, and the upper portion of the F is detached to show forward-thinking, upward motion, and exponential growth.
The wordmark of the logo, or logotype, is a unique typeface customized specifically for VF to complement the VF icon. The bold, all-caps letters incorporate some softer, rounded elements to balance decisiveness and professionalism with humanity and inclusivity. It is modern, approachable, and easy to read.
Downloads of the logo are available here