The name VIM is an acronym for Vitality in Motion, the concept behind this project comes from the active nature of this principle. To reflect the energy behind the concept the brand’s base color palette is a gray scale mixed with holographic textures used for accents and sometimes as protagonists.The main logotype and secondary behaviors and word marks were developed with the ultimate goal of representing movement and vitality, resulting on a brand that is modern and bold in an elevated way.