Vitamix® Unveils New Logo and Branding

New Company Logo, Tagline and Advertising Campaign Reflect Vitamix's Ongoing Commitment to Provide Performance That Inspires

Jun 09, 2010, 14:00 ET from Vitamix

CLEVELAND, June 9 /PRNewswire/ -- To showcase the energy and enthusiasm within the company and its customer base, Vitamix® proudly introduces a new logo and branding initiative – the first such endeavor in more than 20 years. The company's new tagline, "Plug Into the Movement," reflects the essence of the rebranding initiative and the company's vision: to improve the vitality of people's lives by liberating the world from conventional food and beverage preparation boundaries.  

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"There was never a better time to introduce a new logo and branding," said Anthony Ciepiel, vice president of marketing and sales for Vitamix. "It publicly demonstrates not only where Vitamix stands today; but also where we're heading. Our new branding position tells our existing customers, and future customers, that we offer the world's best-performing, most versatile and reliable blending equipment that is backed by a strong commitment to our products and the end user. We want them to know that we're moving forward with both of those commitments at the forefront. We're poised to reliably serve our customers' every need today and into the future – because we will continue to put them first."

Customer feedback and the passion Vitamix users have for their machines strongly influenced the logo redesign and branding initiative. Over the years, Vitamix has developed a zealous customer following, taking premium blending equipment to the heart of the professional kitchen and creating enduring customer relationships for life. With that in mind, the company sought to freshen its logo and brand platform to more accurately reflect how it delivers premium kitchen appliances and services that exceed today's market demands. Vitamix offers more than just product to customers. It provides the versatility required to inspire new levels of creativity in cooking and nutrition.  

This versatility is evident in the innovative household and commercial products Vitamix continues to produce. The new Professional Series 500 provides unique features that deliver restaurant-quality results in the convenience of the consumer's kitchen. This product recently won the 'Best of Show' honors at the Gourmet Show held in San Francisco. Most recently, Vitamix also launched The Quiet One™ to high-end coffee shops and bars. A powerful, premium blender, The Quiet One provides unparalleled sound reduction, exceptional blends for a consistently superior product and significantly increased speed-of-service.

"We've always prided ourselves in being hands-on in every one of our business engagements," said Ciepiel. "For 89 years, Vitamix has maintained a distinct, personal involvement with our customers while continually expanding upon the exceptional products we offer. The new Vitamix branding expresses how we will continue to create value and versatility for our clients in a modern age where authenticity, health and nutrition are mainstays of the contemporary kitchen."

The new logo and "Plug Into the Movement" tagline is being launched with a fresh marketing campaign that reflects a phenomenon that already exists: the unbridled enthusiasm customers have for sharing the benefits of owning a Vitamix. Because Vitamix is a brand people are tremendously passionate about, whether it's a household customer, professional chef or member of the foodservice industry, it's no surprise that the growing popularity of Vitamix is now very much a movement.

This movement is conveyed in the campaign's advertisements, which are a unique design combination of the sophistication of The New Yorker magazine and the progressive flair of Andy Warhol.  The advertisements show how customers can "Plug Into the Movement" and achieve their culinary aspirations. They also invite customers to join the community of blending culinaries who share recipes and ideas that have liberated them from conventional food and beverage boundaries.    

The new branding comes during an exciting time for Vitamix. "Vitamix continues to move forward as an even stronger organization," said Ciepiel.  "We have a well-respected name behind the company, which is the recognized leader in the industry. With our new branding, we'll be able to better communicate the full spectrum of what we provide to our customers, what they mean to us, and what we mean to them."

For more information on Vitamix and its products, visit

Built for outstanding durability and versatility, Vitamix products are the first choice of food operators, restaurateurs and bartenders worldwide for both front-of-the-house and back-of-the-house applications.  For more than 70 years, Vitamix has designed and manufactured quality engineered, high-performance blenders and food mixers that deliver exceptional and consistent results.  Vitamix sets itself apart as the leader in the global commercial blending industry by bringing value to their customers through the quality and consistency of blend, improving speed of service, reliability and developing customized programs.  Today, Vitamix products are sold in the United States and Canada with a distribution network in more than 80 countries. To learn more, visit

SOURCE Vitamix