The Vi brand comes to life through our brand expressions.

Frame

The frame expression is bold and confident. It should be used in designs with very little content that need to put all the focus on a particular product or image.

It is best suited for applications that need to stand out and want to make an impact through simplicity – think new product teasers.

Trail

The trail expression is highly flexible and expressive – a great expression of our brand. It should be used in applications with little content.

The trail is best suited for applications with a small amount of content that need to make an impact through energy and richness – think large formats featuring a single message.

Crop

The crop expression is accommodating and inviting. It should be used in situations where there is a lot of content and should rarely be animated.

Crops are best suited for applications that need to convey a certain level of information but still need to feel Vi – think posters featuring and detailing new offers.

The brand expression tree shows the full range of possibilities across our brand expressions.

Frame

The simplest of all the expressions and can be used to place more focus on a given image.

Types of frame

Customers experience our brand positioning of ‘helping you get ahead’ in three ways: our network propositions, our telco propositions, and our telco++ propositions. 

We use our frame expressions as a way of putting a spotlight on these different propositions.

In each frame expression, our logo opens up to reveal the solutions that Vi offers to help you get ahead; a visual representation of how Vi opens up to put its customers and their needs at the centre of the brand.

Importantly, the spotlight is always on the solutions that Vi offers to help people get ahead and NOT on the outcomes of these solutions. For instance, we might visualise a customer taking a Byju course on an iPad, but we would never visualise that person smiling at their graduation ceremony.

Creating frame expressions

Creating frame expressions is reasonably straightforward, although for maximum impact some image editing is necessary for ‘telco proposition’ executions. When possible, layering should be introduced – this means editing the image so that part of the logo can tuck in behind.

This helps create a sense of space and the feeling that the logo has actually opened. This should always be done with the ‘V’ on top and the ‘i’ slightly tucked behind the focus.

Spacing

It is important to note that the ‘V’ and ‘i’ of the logo should never be separated further than 3xV apart, and the logo and focus of the composition should always be centred.

The frame composition of logo + focus image should always be centred vertically + horizontally within the composition.

Using the frame expression

Best suited for applications that need to stand out and want to make an impact through simplicity – think new product teasers.

The frame expression is used at the end of this example.

Trail

This is the most expressive of all expressions and is best suited for applications with motion or very little content.

Creating graphic trails

When creating trails, separate the two sides of the logo and connect them with a trail. It should always be equal to the height of the ‘V’ and consistent weight. Both parts of the logo must never be rotated to retain logo recognition.

The ‘V’ should always sit somewhere on the left-hand side of the layout and the ‘i’ on the right.

Flexibility

Our graphic trails can be fluid or angular. Be careful not to create corners that are too sharp, this can create an aggressive tone which should be avoided.

Our trails should also not be overly detailed with a maximum of four major corners on angular trails and two bends on fluid trails.

Layering

Layering should be introduced when possible to continue building a sense of space that helps feel like the logo has actually opened up. This should be attempted with both graphic and illustrative trails.

This shouldn’t be done if legibility is hindered.

Creating illustrative trails

Illustrative trails should follow all of the same rules as graphic trails, although they can use variable weights.

Refer to the illustration section for more guidance around creating these illustrations.

Using trails

Best suited to designs with a small amount of content that needs to make an impact through energy and richness – think large formats featuring a single message.

Crop

Our most flexible expression and best suited for compositions with more than just a headline.

Creating crops

For graphic and window crops, we should always start with one of our master trails. There are two options – fluid and angular. These two trails are a great base and ensure good crops, avoid creating any new master trails.

They should be chosen based intended tone of the application. For example, when we want to be directive or include a call to action, we typically lead with the angular trail. Versus when we want to convey an emotive headline, we use the fluid trail.

Creating graphic/window crops

When creating graphic/window crops, we should ensure that the trail has enough coverage so that images can be appropriately housed.

The crop shouldn’t take over the whole composition, make sure that at least two corners of the layout are free to accommodate our logo and any content. A minimum coverage of one-third of the layout (roughly) is a useful guide.

Always make sure both ‘edges’ of the trail are visible, so it looks like a trail and retains a connection to the rest of the brand. Ideally only one bend/corner of a trail would be visible per crop – depending on the format. This helps ensure that the crop is bold enough and not overcomplicated.

Layering

Layering should be introduced when possible to continue building a sense of space that helps feel like the brand/trail has actually opened up. This should be attempted with both imagery, text and illustrative trails.

This shouldn’t be done if legibility is hindered.

Using crops

Best suited for applications that need to convey a certain level of information but still need to feel Vi – think posters featuring and detailing new offers.

Pattern

Our brand should be focused on energy and bold confidence, but there may be rare situations where we need to appear slightly more reserved and/or premium. For example, on notebooks, retail bags or wrapping paper.

It is built from elements of our logo so care should be taken to use the pattern only as shown to ensure that the strength of our logo isn’t being diluted. The pattern should be used very sparingly.

Please note that this is the only time that elements of our logo can be altered.

Crimson pattern

Background — 100% Crimson
Pattern — 85% Crimson tint

Aubergine pattern (for business use)

Background — 100% Aubergine
Pattern — 90% Aubergine tint