VIZIO is an American consumer electronics company headquartered in Irvine, California, best known for its smart TVs and soundbars. The company was founded in 2002 by William Wang, originally under the name V Inc., and was renamed VIZIO in 2004 when the earlier name proved difficult to pronounce. The VIZIO name was already in use for the company’s plasma TV line at the time of the rename. [1] [2]
Design and History
VIZIO’s visual identity has centered on a stylized letter “V” mark since its early years. A trademark registration from 2011 describes the mark as a stylized letter “V” with a solid, inverted triangle placed in the middle of the “V”, with the base of the triangle even with the top of the “V” and the triangle sides forming the same angles as the “V” itself. [3] This geometric V-and-triangle device became a defining element of the brand’s identity.
In December 2023, VIZIO launched a complete rebrand under the tagline “Watch us”, developed with the advertising agency David&Goliath. The campaign introduced a new look-and-feel incorporating a modern “V-motif” graphic across all mediums, from print and digital to broadcast and social media. [4] [5]
As part of the rebrand, Los Angeles-based creative agency Imaginary Forces created a new animated mnemonic logo for VIZIO. The motion piece explores the viewer’s journey through the TV spectrum, using pulsing energetic light and gradient color bands as foundational design elements. [6] A trademark application filed in June 2023 describes the motion mark as a slightly curved orange band resembling a horizon that morphs into a more curved “V” shape, changing hue from orange to pink and eventually to a purple “V” comprised of a nesting pattern of five shaded parallel V-shapes. [7]
Meaning and Symbolism
The “V” motif has been central to VIZIO’s identity since the company’s founding. Founder William Wang originally wanted to name the company W Inc., after being impressed with the Hotel W during a stay there. He ultimately chose V instead, noting that V is half of W, and that V also symbolizes victory. [8] The company’s early slogan, “Where Vision Meets Value”, also reinforced the V as a marker of the brand’s founding mission. [2]
Imaginary Forces Creative Director Tosh Kodama described the 2023 mnemonic’s intent: “Light and color are used as a foundation that shapes the Vizio brand mnemonic. A single gradient of light bends, transporting the viewer through a color journey that forms the logo.” [5] The rebrand was positioned as humanizing a tech-focused brand, making the entertainment experience feel inclusive and emotional rather than purely technical. [6]
Typography and Design
The 2023 rebrand introduced a new visual system that modernized VIZIO’s interface across digital, website, broadcast, social, and print formats. [9] The campaign’s mnemonic animation was led by Imaginary Forces, with Tosh Kodama serving as creative director and Brandon Savoy as art director. [10] The motion identity was designed to land on the VIZIO wordmark and the “Watch us” tagline, drawing viewers through the V-motif before arriving at the static logo. [5]
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