VBSR's Brand Evolution
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Since we were founded:
The world has changed.
In 1990 there was no web browser or smartphone.
Business has changed.
In 1990 the only expectation of corporations was to generate profits.
Vermont has changed.
In 1990 “Buy Local” wasn’t a bumper sticker and there was no Vermont Cheese Trail.
Our logo hasn’t really changed. Until now.
Our evolved brand is designed with you in mind.
It’s warmer, bolder, and more hopeful. And while our mission and values remain unwavering, our brave new rallying cry Build Love to Build Power captures our renewed vision for the future—a future centered around our shared humanity, love, and collective action.
Love is how we build trust, belonging, and shared purpose. Power is the collective ability to shape our workplaces, our communities, and our future.
At VBSR, we believe the strongest force for change isn't any one leader or organization. It's people coming together around what matters most.
Our new brand better expresses what has always been true:
Together, Vermont businesses can be a force for positive social and environmental impact.
It’s more vibrant and uplifting. More connected to people. More focused on progress and innovation. And built to inspire action and impact.
Our new logo was designed to represent the essence of our community and collective action.
The abstract shapes, inspired by the letters in VBSR, come together in our new mark to symbolize:
- Diverse people and businesses
- Conversation and collaboration
- Openness, inclusion, and possibility
- Collective action taking shape
Our commitment to our values remains unwavering:
- People-centered workplaces
- Justice, equity, diversity, and inclusion
- Environmental sustainability
- Community vitality and strong local economies
- Prosperity for all
The heart of VBSR is still our community of leaders who believe business should help create a better Vermont.
A few things to remember:
- You may still see our previous branding during the transition.
- Our mission and values haven't changed.
- This rebrand is more than a new logo. It represents this pivotal moment and our renewed vision
of hope and optimism.
We’ll be rolling out the new brand over the next several months as we continue to strengthen our entire experience online and in person. Keep an eye out for more enhancements still to come. This is just the beginning!
Questions and curiosity are welcome!
Thank you to our brand design partners at Ruthless & Wellington for leading the rebrand effort and to our implementation partners at Eternity, BootstrapVT, and Vaughn Traynor.