VISSUMO brand identity design

VISSUMO is a provider of next-generation touch technologies for industrial, architectural, retail, transportation, instructional, and entertainment applications. The company has changed name from Infini Touch to VISSUMO, and it was my task to design a new wordmark and stationery.

VISSUMO baseball cap

View the portfolio entry here: VISSUMO.

50 responses

  1. Nice work, David. It’s a really classy looking logo, and it’s great to see it in a few different settings. I bet it’ll look fantastic etched onto a touch screen panel!

    I love Vissumo’s testing videos too! It would be so easy for that subject matter to make dry, boring videos, but they’re actually, they kinda make me want to find more of them — I’m intrigued as to what the other 97 tests are!

  2. Nice job David, I do prefer the logo when its in colour; on the business cards and website, rather than when it’s in black and white.

    P.S. Is the black version slightly different to the other versions? It looks like the line is in grey rather that being ‘cut out’ like it appears in the colour version.

    All the same, good work.

  3. The cutout looked like a strikethrough to me, until i saw the “v”.

    What do you think of the ™ (specifically & in general)? I think their childish and rather useless (and sometimes distracting).

  4. The videos are good, Rob. I was pleased when Garrick sent me a link to them after the project had finished.

    Matthew, the slice in the black version is negative space. It’s probably the image quality if you’re seeing grey — a little creeping of the black. I added some extra colour options for you (a few reds that were ultimately decided against).

    Armin, I supplied versions without the TM, and its addition was a client request. Is there a legal obligation to show it on trademarked logos? I don’t know.

  5. Thanks for the colour variations David! I think I like the blue the most.

    In regard to the TM symbol, I think that if the logo is actually a registered trademark then then the ‘R’ symbol should be used, the TM doesn’t actually mean much as I understand it, I may be wrong.

    Great work anyway, you have a real talent for the understated.

  6. I like the idea of a symbolisation of two surfaces however, I’m not sure if the way in which the idea has been executed communicates that effectively enough. I suppose it’s just one designer’s way of working over another, but I would have only sliced the V and none of the other letters, creating more of a focal point. I do agree with you though, on the complex name/simple mark theory.

    Also as Matthew mentioned, the slice is definitely grey on your second to last image (black on white) in the post and it also looks thinner in the white on black version. Is the slice meant to be grey (or rather, a lighter shade of whatever colour the logo is), or is it meant to be a completely negative space? Or are you saying that the negative version is purely for black/white versions of the logo? Would be great if you could clear this up.

  7. David,
    Another great job! Your knack for researching and relating to your clients is superb. Thank you for always showing us your process too. I learn so much from every one of your projects. And, learning and great thing :-)

    Oh, and Congrats on the Cision UK TOP 50 Blog list…well deserved.


  8. Great work David,

    I love seeing your process from start to finish and appreciate the time you take to document it for all of us to see – also, I love to see designers who are not doing everything on the computer, sketching ideas is becoming a lost practice.


  9. Hi David! How are you!
    I am writing you just to ask you something, I always been working for Printing Projects, but I recently start to work for Web…
    Do you know Why the colors changes when I export my file (jpg) and publish in a Browser (firefox or explorer) even if I’m working on rgb on Photoshop (CS3 or CS4)?
    Maybe I am using a wrong profile (in photoshop) or Something… The change is not radical but I can see the difference…

    Thanks David!


  10. @ Gax

    Shouldn’t this be a question for a design forum…and not in one of David’s posts about logo design? Anyway, I suspect you are working in a profile such as Adobe RGB in Photoshop, but FireFox and other web browsers will display colour in sRGB, which is a more compressed colour space and will “clip” your image colour gamut.

  11. HI David,
    Nice looking logo David. It’s been great to see you improve so much over the past few years and I think that documenting your processes has really helped that.

    A lot of your logo’s have come from H&FJ recently, is this for any particular reason? I am looking forward to their talk next week at agIdeas design conference down in Melbourne.

    The logo on the website looks great too but what is up with the bevelling in the video? It think it would be safe to say this is not your doing. Another nit pick thing I noticed was the favicon on the website, did you provide this? It seems to have a black pixelated edge to it?

    Also on the black on white version of the logo, it seems like a bit of a sheen rather than a cut, ie. it is quite grey. Even upon zooming in, I noticed it isn’t actually white there at all but grey. Perhaps you could physically remove the grey there on smaller sizes so it looks more like the original logo?

    Anyway, great job mate.

  12. Matthew, according to the USPTO use of the TM symbol might be governed by local, state or foreign laws, which should be consulted. I advise clients to work with a trademark lawyer, rather than attempt the registration process themselves.

    Neil, I’ve improved the image quality of my examples. You’ll now see the slice as it should’ve originally appeared.

    Pamela, I wasn’t familiar with the Cision list. Strange seeing a Blogspot blog at #2 — testament to Iain.

    Andrew, that’s generous. I’ll assume it’s an Empire grade, not IMDb.

    Jacob, I’m a fan of H&FJ’s work. Quite often, when I present ideas using different typefaces, the preference will be for one of theirs (although in this case both are from the same foundry).

    You’re right, the effects were added after I supplied the artwork. I hope the AGIdeas conference is good. Some respected designers attending.

  13. Love the concept. Good work here David, I think it’s very important to be simplistic in your design when working with a somewhat obscure company name. Awesome job, looks like they’ve already put it to very good use.

  14. Thanks for your replies… the logo’s look much better now after removing the greyness. Will probably post about the conference too, if time permits.

  15. @ David Airey

    Got some more time now…

    Anyway, yeah, I 5-starred-it because of its simplicity—but you’ve devised a logo with a great story to tell. Granted, you can’t tell exactly what company the logo represents at first glance, but I had a good idea of the TYPE of company. When I first saw the logo, and without initially reading the writeup, I suspected that Vissumo was a technology-based company based on the name+design.

    What I think is great about the logotype is the way the the line doesn’t go through the whole “V”. A concept which I thought was quite amazing, given your reasons for doing so.

  16. Your client mentioned how quickly you did this logo for them, and it made me wonder approximately how long the entire process for this particular logo took from the time the client contacted you, to the time you presented the final version.

    If you don’t like talking about the exact time frames that you get certain jobs done, I understand. I wouldn’t want any of my own potential clients seeing specifics and say “well, why can’t you do it that fast for me?”

    But I really am interested in how long it takes you to come up with something as thoughtful and professional as this.

  17. Good work David, but I’m not sure about the line not cutting right through the typography, but a bold memorable marque all the same.

    The business card doesn’t work quite as well for me with the bottom left positioning of the logo on the reverse, I’d have centred it, a more obvious positioning but I think it would have worked better. Overall though David, good stuff!

  18. Love your logo design David. How long does it usually take you to come up with the idea for a logo design?

  19. Your logo design is amazing. I really like the Vissumo logo and the color applied to it. Keep up the good work.

  20. Great work David! I just love to see your thought process on paper……..the blueprint with all the words that describes the company and what they are trying to acheive………and how you implement that process onto your designs is just amazing! Hope to see more of these case studies of the logos your designs (with all the sketches and blueprints).

  21. David wrote: “Is there a legal obligation to show it on trademarked logos? I don’t know.”
    No, there’s no legal obligation to use TM. The usage of TM is, in essence, to stake a claim to the logo as a trade mark. It is only a warning to others than you are staking that claim, and is typically used prior to actually registering the trade mark, whereupon you then use the encircled R instead (or RTM).
    Anyone can add TM to anything, as it ultimately means nothing. It’s an offence to use (R) if the mark has not been registered. There is no obligation to include (R), either – but if you don’t, it weakens your legal position.
    Registering a mark does NOT automatically protect the mark, or your ownership of the mark – it simply makes it easier to take legal action against infringement. An unregistered mark can also be infringed, and legal action against that is called passing off. Passing off is much harder than defending a registered mark.
    More info for UK-based designers:

  22. Hi David great work, very simple, i wonder how do you do, when you have a great design, but dont liked to you client, and they changes a lot of think that damage the concept, what do you do?

    Sorry again about my english… i hope do better the next time…

  23. Totally agree with your simple logos for original / interesting names David, always a challenge to stop simple from drifting into bland but I think you’ve done that well. Followed a similar thought process for my own logo.

    Really well executed, with well thought out reasons behind it.

  24. Its a very simple and excellent logo… especially the business card color scheme.
    Great job Mr David.
    Hope that your work will continue to guide and help me in my graphic design work.

  25. Thanks for taking us through your process David. I found it quite interesting and feel that you developed a strong logo that can easily be used for different purposes and mediums.

  26. I love the design of the business cards with the blue. It really does stand out very well and does make a statement. Great work.

  27. Great Logo and wonderful documentary. You mentioned in a previous comment that the process took about a month, how many projects do you normally work on simultaneously?

  28. Mark, thanks for the trademarking insight. I’ve just returned from holiday, hence the delayed appreciation.

    A big thanks to everyone else who commented, and Michael, I normally work on around two or three projects at once. At present I have two clients as well as my book-writing. Once the identity projects are complete, I’ll focus entirely on the book.

  29. Really interesting to see the processes you use.
    Love the simplicity and font choice for this logo. Outstanding work yet again David!

  30. I saw this logo and i keep wondering why so many other companies choose for a logo that is beveled, or has complex geometric 3d structures in them.

    This logo is very timeless and simple. Shouldn’t we stick to the basics?

    I mean, if i were to scale some of those new logo’s down or print them in black and white, would they still be recognizable? I don’t think so, and that would seriously temper with one of the most important rules that a logo should be unique in form, printable and simple.

    What are your thoughts about this? Should we go back to the basics?

  31. Wow. I am enjoying looking through your designs and I appreciate the way you have laid out your brainstorming process along with client’s testimonials and feedback. Simple, powerful concepts with great rationales. Very inspiring! Definitely following you on Twitter and via Bloglines.

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