New logo for VMO

VMO (Val Morgan Outdoor) is Australia’s largest digital out-of-home network, and owned by The Hoyts Group (which itself operates Hoyts Cinemas and the country’s monopolistic cinema advertising company, Val Morgan). VMO offers digital screen advertising in over 4,000 environments in Australia and New Zealand, including shopping centres, health and fitness facilities, petrol stations and office building foyers.

A quick review for this one, ladies and gents. I quite liked the old logo, which appeared to be based on Gotham Rounded. The treatment of the V gave the impression of a pulse or digital waveform, which I think tied in well with the digital platforms the company provides and the dynamic nature of delivered content. It was simple and meaningful.

The new logo is part of a refreshed visual identity (of sorts) that is “designed to evoke confidence and edge”. I feel this is certainly conveyed in the logo through the utilisation of a condensed, non-rounded sans, the looser letter-spacing, and the application of more sophisticated colour palette of white, black and – on the website – dark gold. But it no longer has a hook – a twist that’s unique to its design – so while the revitalised brand may be “reflective of VMO’s individuality”, the new logo isn’t. An unremarkable update that’ll, nevertheless, do the job.