I served as Creative Director for ViaFone in 2000. During that time I named the company (no small feat!), designed the logo above to reflect their focus on helping companies go wireless (the Via is clearly wires, it passes
through the “O-logo” that’s seen as either a keypad or phone receiver, then comes out wireless after the “E” at the end.The “o-logo” is used throughout the identity, large and small, as a simple, strong and unique “brand.” Remember, the word “brand” literally comes from
what cowboys used in the wild west to brand their logo into the sides of their cows. This meant that if a cow wandered off, or was stolen, people could still tell who owned it from the “brand.”
What’s especially useful about this logo is the way it can be used in pieces. Because the company’s relatively new (founded in late ‘98--ah, I’m nostalgic for the old 20th century!), they can’t just have an abstract graphic logo--people wouldn’t know what it stood for.
So instead I designed the full logo you see above specifically so that part of it could be pulled out
as a stand-alone graphic “shorthand.”
Should ViaFone ever get into cattle (hey, cattle are wireless, and even somewhat autonomous, and I bet they’d make a very big splash wandering around trade shows, mistaking electric cords and USB wires as hay), this will make a mighty-fine brand for them.
I also designed cards (two sided and blind-embossed, pretty well impossible to show on the web, but great in person because they’re tactile and the embossed dots in the o-logo match up on both sides) and letterhead, two tradeshow booths, countless PowerPoint presentations, hats, t-shirts, and various tchotchkes from a round Lucite one-year award to a squishy cell phone.