VMO is sporting a new-look logo as of this week alongside a supporting brand position focusing on the delivery of engaged audience.
The new look sees the brand move away from a colourful logo to a simple but strong black and white colour pallet.
Old logo, new logo
The latest refresh follows the step from Val Morgan Outdoor to VMO in 2014.
Head of marketing Jane King says in a crowded marketplace, the new VMO identity stands out with unmistakable character and universal appeal.
“Designed to evoke confidence and edge, the revitalised brand is reflective of VMO’s individuality and progressive thinking.”
CEO of the Val Morgan Group Dan Hill adds the VMO acronym is easy to say and remember so the challenge was to refresh its identity to reflect its evolution and, most importantly, communicate the effectiveness of the VMO network.
This is seen in the new brand position ‘Engaging active consumers’, a communication of the network’s ability to connect advertisers to captive audiences.
One of those audiences is professional workers, which VMO New Zealand reaches through its workplace media and content network, VMO Work. In March this year, that network broke an audience milestone with it commanding a cumulative weekly audience of over half a million professional workers.
The VMO Work audience is dominated by traditionally hard to reach white-collar, high-income workplace professionals, an insight from VMO’s Digital-outdoor Audience in Real Time (DART) tool.
It demonstrates who has viewed a campaign and how long they were engaged for, a capability shown off at this year’s Beacon Awards.
There, VMO’s large format digital measured and aggregated anonymous demographic data including, age, gender and mood throughout the evening.
Key findings identified beards as the biggest loser, with only 1.5 percent of guests donning furry chops. Other results showed ladies pipped males in attendees accounting for 54 percent and males 46 percent, while males were first to arrive and last to leave – which could mean a number of things.