New positioning

VDS is a company that creates technological solutions in the design of gas stations and
retail through design. “Volume design studio” is the full form of the abbreviation VDS. Design and engineering are at the core of this company. However, it is not just a factory, as what VDS designs and manufactures is based on a clear idea – the creation of tools to increase profit and expand business. From this comes the new slogan “Business creating design,” which succinctly and briefly describes the field and goals of the company’s activities.

VDS strives to make the world better through changes and innovations that alter mentality
and worldview. The company seeks to view things from a different angle, find elegant solutions, build harmonious structures, and imbue products with meaning. It aims to create and improve products and processes that bring success to clients, enhance the well-being of employees and partners, and constantly push the industry forward.

Rebranding

The updated positioning of the group of companies is “Design driven innovators.” The original meaning of the word “design” is planning and construction. The roots of the word trace back to the Italian term “disegno intero,” which referred to the sketch or blueprint of a future project.

The company’s new symbol becomes the clean frame of a blueprint. The frame can change shape and content depending on the project. At the same time, the graphics symbolize the openness and transparency of all processes that VDS handles and carries out during the project phase.

Thanks to the common strategic framework “business design,” a visual frame emerged, where the initially filled square became a blueprint that changes to illustrate the services and types of objects being designed. The clean, minimalistic design, reminiscent of technical drawings, has become a natural outcome of this process. The entire case study is available here.