Brand Identity, Digital Design, Industrial/Product Design

Brand strategy, tone of voice and visual identity for Spain's leading lighting company.

Vibia is Spain’s leading lighting company, a Barcelona-based family business with a global presence. 

The company’s visually-refined modern lighting designs reflect their passion for creativity, innovation and high performance. And with a growing reputation for technical excellence, and collaborations with a growing roster of international interior designers, architects and artists, Vibia has earned a respected place in the milieu of modern lighting design.

In recent times, Vibia has evolved its offering beyond products and objects, moving into the world of customisable and experiential lighting design. Through the careful curation of materials, light sources and connectivity systems, Vibia delivers bespoke solutions that are highly customisable — allowing clients to orchestrate high quality spaces that compliment their natural environments.

Pentagram worked closely with the company to develop a brand strategy, tone of voice and visual identity that presents Vibia as an innovative lighting technology company, creating a brand that strikes a balance between product and experience, lighting design and its subsequent behaviour.

Keeping the firm’s distinctive spirit at the heart of the identity, Pentagram introduced the brand idea of ‘The Orchestra of Light and Design’, which has been applied throughout all aspects of the identity. A succinct strapline was also introduced, translated from the brand idea to act as a public-facing manifesto for Vibia: ‘Light your way’.

Pentagram observed a tendency for competitor identities to feature the embedded forms of lightbulbs, lamps and beams of light. As well as this, colour palettes are overwhelmingly bold and stark, with a somewhat understandable focus on light’s functionality, rather than its behaviour or consequence. 

The new VIbia brand identity moves away from away from these played out clichés, focusing instead on light’s value, and its symbiotic relationship with human knowledge, emotion and sense making. 

Evoking the visual language of the ancient sundial, the new logo designed by Pentagram uses subtly evolving shadows to convey the company’s deep and fundamental connection to natural light.

The brand system utilises a soft and delicate colour palette, coupled with open white-space, cultivating a minimal and modernist aesthetic. In addition, the brand utilises an optimistic and purposeful tone of voice, reflecting the spirit of a company that is utopian in its ideals, and always looking to innovate a way that is beautiful, purposeful and human.

This has been applied across Vibia’s digital presence, where Pentagram has redesigned the company’s website wireframe and UI, as well as its social media curation approach.

Marina Willer
Project team
Hamlet Auyeung
Leon Hapka
Cleber de Campos
Ana Estrougo
Jessica Samuel
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