Explore Via Seating's brand standards book last updated 08/21/2023.
VIA SEATING BRAND STANDARDS . LAST UPDATED 08/21/23 . 1 Brand Standards
Table of Contents Roots . 05 Brand Evolution . 07 Vision . 09 Mission . 11 Values . 13 Brand Guidelines . 15 Logo . 19 Tagline . 25 Company Name . 27 Colors . 29 Voice . 31 Topography . 33 Product Names . 35
Imagery . 37 Contact . 55
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Roots Via Seating opened its doors in 1987 and the commercial furniture industry was changed forever. Innovating like no other in the mid-market, Via was the first company to introduce 48-hour manufacturing time. And we did it on every chair, every fabric and every leather. As a seating specialist, Via Seating has a creative spirit driven to innovate. The company’s creative energy is highly focused on all categories of seating, from indoor environments to outside open spaces. Via believes we are one step away from the next great discovery born from listening to clients and responding with great solutions to meet the challenges of our time.
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Brand Evolution
1987-1994 Danish-born Thomas Sorensen opened the first Via Seating factory in May 1987. In that year, Via launched the Linate executive chair, which is still of the same design & in demand today. The foundations of 48-hour manufacturing time, lasting quality & innovation such as with Via’s own “Execu-Task” will carry forward through Via for all time.
1995-2006 Via Seating continues to evolve & expand its offering, branching further into conference & task seating categories. Ergonomic task series Brisbane, lasting task- conference series Riva and the sublime conference-executive series, Proform ® , are all launched in this time. Via delivers on being a quick ship company across extensive layers of customization.
2007-2015 Via rebrands to the “sweet spot of seating” emphasizing its position as the perfect mid-market seating solution in terms of design, comfort, customization, quick ship & 12-year warranty across its seating. Continuing to expand, Via brings its secret sauce to categories multipurpose, guest and lounge. Via joins with Italian design partner to bring outdoor landscape furniture brand URBANTIME ® to North America.
2016-2018 Via Seating launches it year-round showroom at theMART on floor 10, suite #10-148 and debutes its largest new product releases to date. The Genie Copper Mesh ® chair designed to directly meet a client request for compliant, copper-mesh seating for use in a healthcare environment, wins a Best of NeoCon & HCD Nightingale award. Via rebrands to “great things happen in a chair”.
2019-2023 Via doubles its NeoCon showroom space in 2019, now able to best showcase its 17+ categories of seating & URBANTIME ® outdoor furniture. Via Seating is recognized for design with dozens of awards including multiple Best of NeoCon wins 4 years in a row. Via Seating delivers on its promise to be easy-to-spec, launching a custom build & quote design software, Spec It, for all products & its CET extension.
Now+ Via Seating rebrands to “Building People with Great Chairs” in 2023. This expands on the great things happen in a chair branding of emphasizing the intentional, person- supportive design of Via products & merges it with the company commitment to intentional, LEAN manufacturing practices embraced company-wide.
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Vision
Best Products Create & deliver the
Best People by the
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World-class design, best in class product, customer-centric, solution-based, outstanding lead time, driven by continuous improvement culture. Mission
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Values
Achieve We are competitive problem solvers who win by being value driven, agile, flexible and always come through when needed.
Lead We lead by example by
Never Give Up We are relentless, unwavering, pursuing continuous improvement, consuming change and succeeding.
Elevate We are responsible stewards of our environment and planet, delivering enduring quality.
putting family first, operating with integrity, embracing a diverse team. We collaborate, listen and respect employees, partners and clients.
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Introduction The Via Seating brand is a reflection of our people, our products, our customers and our continous improvement culture. As with these, our brand identity is continously evolving & adapting. It celebrates our passion for innovation and thinking differently driven by the talented and dedicated Via family. It is emotive, expressive and uniquely Via. These pages outline the Via Seating official brand guidelines. They cover in detail the definition & methods of using our brand standards & assets. The book is intended to educate anyone appoved to create any internal & external communications that represent the Via Seating brand.
Note that by using these resources, you accept our Terms of Service & our Privacy Policy. Please see viaseating.com/legal/ for more information.
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Logo
Main Logo Original logo of dark grey & peach dot is preferred to use when solid white logo is not possible to use.
Reversed Logo Preferred logo of solid white is great to use on colored backgrounds with sufficient color contrast.
Solid Grey Logo When the main or reversed logos are unable to be used on a light, varieted background, use the solid grey logo.
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Minimum Sizes The logo is resilient and bold, however, there is a limit to how small it should be shown. Below are the minimum sizes for the logos and icons.
1" minimum wide.
1" minimum wide.
Exclusion Zones Always allow appropriate space around the logo—the size of the Via Seating dot is the minimum clearance on all sides.
Logo Rules
How to Use the Logo
Do’s: • Do keep the logo visible • Do use the highest-quality version of the logo possible • Do use on-brand colors
Do not’s: • Don’t rotate, stretch or distort the logo • Don’t resize individual parts of the logo • Don’t change the font
• Don’t add any dropshadows • Don’t contain the logo in a box
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Tagline
Building People with Great Chairs
Logo with Tagline Lockup
Building People with Great Chairs
Tagline
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Via Seating Lockup Copy Notes As a predominently seating-only manufactuer, Via Seating prefers to emphasize its seating. To the end the use of the name “Via Seating” is preferred wherever possible. Via Seating
Company Name
In all uses, “Via Seating” is in standard upper- and lower-case.
On a solid background, reverse out the text, and have the “Via Seating” reversed with the other text to maintain legibility.
The two words “Via Seating” are not to be broken up on different lines or hyphenated.
Use of VIA or Via are permissible in instances where the name “Via Seating” is visible without requiring scrolling, turning a page or otherwise seeking it out.
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Colors
SOFT FERN CMYK: 25, 19, 35, 0 RGB: 195, 192, 167 Hex: #c3c0a7
DRIFTWOOD CMYK: 22, 26, 33, 0 RGB: 200, 182, 165 Hex: #c8b6a5
CALM CLOUD CMYK: 11, 9, 11, 0 RGB: 224, 222, 219 Hex: #e0dedb
TRANQUIL BEACH CMYK: 14, 20, 37, 0 RGB: 219, 198, 164 Hex: #dbc6a4
WARM EARTH CMYK: 29, 58, 70, 11 RGB: 169, 112, 83 Hex: #a97053
CREAMY PEACH CMYK: 10, 34, 47, 0 RGB: 227, 173, 136 Hex: #e3ad88
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Listening Expressive Collaborative Clear Fun Innovative
Elevating
Voice & Tone
Open Engaging
Fresh Informative
Example Via people are different. Via people get up in the morning thinking of chairs and go to bed at night dreaming about them. Via people see the world through the lens of a chair. This perspective holds the customer at the core. Via understands the impact of what a great chair can do and consequently what a poorly designed chair could do. We take this to heart as our great responsibility and opportunity to improve the quality of life for our customers. We take to heart Intentional Ergonomic Design Focused on Health and Wellness in all that we do at Via Seating.
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Brooklyn Alt
Use sparingly for emphasis in literature, advertisment & various marketing headlines Sentence case . Letter-spacing/tracking: 0 . Font size 36 pt or higher ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Avenir Next, Ultralight & regular weights
Typography
Use for majority of headlines online & in copy-heavy materials Sentence case . Letter-spacing/tracking: 0 . Font size 24 pt or higher for ultralight/18 or higher for regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Avenir, light & medium weights
Use for majority of headlines online & in copy-heavy materials Sentence case . Letter-spacing/tracking: 0 . Font size 8 pt or higher ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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When using Via Seating product names, make sure the name has the proper Registered or Trademark symbol, and to keep the whole name of the product on one line. To type a trademark symbol (™) on a PC, hold down the Alt key, and type 0153, and for a registered symbol (®), hold the Alt key, and type 0174. Be sure to superscript them.
Product Names
Use this list as a reference on how to use Via Seating products. Be sure to follow the upper- and lowercase formatting.
4u
Edge
Nebula
Spec Stools
4-UP
Genie ®
Orbit
Splash
Astro
Genie Copper Mesh ®
Onda
Sutro
Brisbane
Genie Flex ®
Oslo
Terra
Brisbane HD
Jeté
Proform ®
Vero
Carmel
Joí
Rise
Vista II
Chico
Linate
Riva
Vooom™
Coleurí
Luna
Run II
Zee
Comet
Meteor
Satellite
Eclipse
Muir
Saturn
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Imagery
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Direction Images should be clean, refined & represent the product & Via Seating as a whole beautifully. Low-res, blurry, dated, innacurate & off putting imagery should be avoided.
Product Imagery
Shadowing should be balanced & not overpower the image.
Filters should subtly enhance the original imagery. Too high of contrast, too light or dark of an overlay & the addition of odd elements that detract from the product should be avoided. Unless the customer or theme requires something unique, in general product imagery should be clean & neutral so as to appeal to the widest audience. Finishes & materials for products include selections from greys, taupes, subtle navy & blues & neutral browns. In most applications, avoid loud visuals & following short fads.
Pure product imagery is best shown on a white background or neutral backdrop.
Product imagery includes those captured through photography, render & composites.
Where We Use It
Website Spec It
Functional Literature (ex. cut sheet) Quotes, RFPs & RFIs Sales Tools Pricing Resources
Advertisment Social Media Digital Communication
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Direction Studio photography should be engaging, purposeful and memorable. Stylization, models & props should generate interest while emphasizing & enhancing the focal point: the Via Seating product. Lighting should be clear even where it may be intentionally moody or etherial. The highest resolution images should be used at all times. Low-res & blurry versions of the images should be avoided. Heavy cropping or adding strange elements to the images should be avoided. Avoiding filters for studio photography is preferred. Only filters that subtly enhance the original imagery may be used. Too high of contrast, too light or dark of an overlay & the addition of odd elements that detract from the product should be avoided.
Editorial Imagery
Studio photography includes professional photography taken indoors & outdoors.
Additional permissions for human or animal models and/or apperance of artwork may be required to use the image.
Some uses of the image may not be contractually permissable.
Where We Use It
Website in Areas of Emphasis Advertisment News Stories & Blog Posts Social Media
Digital Communication Visual-Lead Literature (ex. Look Books) Press Releases
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Direction Digital renders should be intentional & accurate representatives of product models in their specific applications. Stylization & props should be relevant, current & enhance the focal point: the Via Seating product. Lighting should be clear. The highest resolution images should be used at all times. Low-res & blurry versions of the images should be avoided. Heavy cropping or adding strange elements to the images should be avoided. Avoiding filters for renders is preferred. Only filters that subtly enhance the original imagery may be used. Too high of contrast, too light or dark of an overlay & the addition of odd elements that detract from the product should be avoided. Unless the customer or theme requires something unique, in general renders should be clean & neutral so as to appeal to the widest audience. Finishes & materials for products include selections from greys, taupes, subtle navy & blues & neutral browns. In most applications, avoid loud visuals & following short fads.
Renders
Renders include environmental & simple backdrop spatially accurate product images.
Where We Use It
Website Advertisment News Stories & Blog Posts Social Media Digital Communication
All Literature Quotes, RFPs & RFIs Sales Tools Pricing Resources Press Releases
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Upscale Lobby Customer: OEG Location: Oregon
Direction
Install imagery is only able to be utilized when the following conditions are met:
- Permissions have been granted; - Accreditation is clear & defined.
Dealer: Harris WorkSystems Sales Rep: Haskell Group Photo: Jonathan Marcos
Find our most current User Generated Content (UGC) License here: viaseating.com/legal/user-generated-content-license/
Instagram Example Copy
LinkedIn Example Copy
Where We Use It
Website News Stories & Blog Posts Social Media
Digital Communication Literature as Case Studies Press Releases
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Large Training Spaces Customer: Corporate Client Location: Missoula, MT Dealer: Missoula’s Office City Sales Rep: Colleen Werzinski, Contract Office Furnishings Photo: Brian Hughes
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For more information: Allison Kausar VP of Marketing allison@viaseating.com
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Visit ViaSeating.com or call us at 800-433-6614.
pinterest.com/viaseating
instagram.com/via_seating
www.youtube.com/@via_seating
© Via Seating 2023. All rights reserved. Product specifications are subject to change without notice.
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