Welcome to
the new TVS
Janet Simpson
President, TVS
"At TVS, we make remarkable design easy, so we wanted a brand that’s clean, adaptable, forward-looking and accessible for more people. The new brand represents the best of form and function, with no needless decoration but leaves nothing to be desired, much like our work.”
Global Architecture and Design
Firm tvsdesign rebrands to TVS
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01 - Press Release
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you
Questions or Feedback?
For any brand inquiries/needs please contact: jaltman@tvsdesign.com
ATLANTA (September 14 2021) – tvsdesign, a leading global architecture and design firm headquartered in Atlanta, announces a firm-wide rebrand. Returning to their roots, the company will now be known as simply TVS. Since the company’s last rebrand in 2008 the world has changed and so have the needs of the firm’s clients. The 53-year-old firm has kept up with these changes becoming a leader and innovator in design, but the brand’s look and feel has not kept pace. The new identity better reflects the firm’s commitment to listening and deeply understanding its client’s businesses, solving the complex design challenges of the 21st century and delivering world-class results at any scale...
A lot has changed since TVS did a full revamp of its brand identity 13 years ago, which is a lifetime in brand years. The technology we used in 2008 would look ancient by today’s standards. Instagram was still two years away from launch, Revit was only eight years old and not nearly as ubiquitous as it is today, hand drawing still dominated, and mixed-use wasn’t the buzzword that it is today.
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02 - WHY NOW?
ATLANTA (September 14 2021) – tvsdesign, a leading global architecture and design firm headquartered in Atlanta, announces a firm-wide rebrand. Returning to their roots, the company will now be known as simply TVS. Since the company’s last rebrand in 2008 the world has changed and so have the needs of the firm’s clients. The 53-year-old firm has kept up with these changes becoming a leader and innovator in design, but the brand’s look and feel has not kept pace. The new identity better reflects the firm’s commitment to listening and deeply understanding its client’s businesses, solving the complex design challenges of the 21st century and delivering world-class results at any scale...
03 -- Logo Construction
02 -- Logo
04 -- The Slash
TVS BLACK
TVS RED
TVS ORANGE
TVS YELLOW
TVS GREEN
TVS BLUE
TVS GREY 1
TVS GREY 2
05 -- Color Palette
TVS WHITE
Sound On
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06 -- Digital Assets
07 -- On-site Application
08 -- Swag
www.tvsdesign.com
Global Architecture and Design
Firm tvsdesign rebrands to TVS
ATLANTA (September 14 2021) – tvsdesign, a leading global architecture and design firm headquartered in Atlanta, announces a firm-wide rebrand. Returning to their roots, the company will now be known as simply TVS. Since the company’s last rebrand in 2008 the world has changed and so have the needs of the firm’s clients. The 53-year-old firm has kept up with these changes becoming a leader and innovator in design, but the brand’s look and feel has not kept pace. The new identity better reflects the firm’s commitment to listening and deeply understanding its client’s businesses, solving the complex design challenges of the 21st century and delivering world-class results at any scale.
“At TVS, we make remarkable design easy, so we wanted a brand that’s clean, adaptable, forward-looking and accessible for more people,” said Janet Simpson, president of TVS. “The new brand represents the best of form and function, with no needless decoration but leaves nothing to be desired, much like our work.”
The previous rebrand was reflective of a larger focus on international business in an analog world. And while the firm still has a focus on international business, the new identity also communicates the warmth and approachability of the firm and its people. The new branding is built with flexibility and accessibility in mind to meet the ever-evolving needs of the firm, its clients, and the communities it serves for years to come.
2020 was a year none of us saw coming but was an accelerator for something fresh. In a world filled with uncertainty, it’s necessary for the new identity to convey that TVS is a dependable partner without the ego. TVS’s clients and audience have changed and the problems they need solved are more complex, so a brand that is flexible and efficient is crucial.
With the new name comes, a new logo, color scheme and brand guidelines, as well as a revamped website.
The firm is ever committed to delivering complex projects large and small, and extraordinary ideas. Much like many other businesses in the past year, TVS is in flux. The firm is reevaluating what is essential, they’re re-strategizing and this rebrand is representative of this massive reset.
Major project milestones and openings in 2021 include the Jacob K. Javits Center in New York City, the Las Vegas Convention Center Expansion, the Memphis Convention Center and Florida’s MOTE Marine Lab and Aquarium.
TVS is an award-winning architecture and interior design firm headquartered in Atlanta, GA with global project expertise. Its team of experts listen intently, solve creatively and deliver reliably to make remarkable design easy.
TVS’s roundtable operating approach engages honed perspectives across workplace interiors and corporate office, hospitality, cultural arts, convention center, mixed-use, sports, education, retail, healthcare and multifamily residential to deliver design solutions that meet the complex challenges of the 21st century. This multi-disciplinary, multi-market diversity equips the firm’s architects, designers and strategists with a unique ecosystem of ideas and resources that best support a client’s vision.
With offices in Atlanta, Los Angeles, Tampa and Shanghai, the 100% employee-owned firm was founded in 1968. Having worked in 28 countries and 46 states, districts and territories within the United States, TVS creates high performance, high impact environments that help individuals, businesses and communities thrive around the world. For more information, visit tvsdesign.com or join the conversation @tvsdesign.
Why now?
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About TVS
Press Release
Released September 2021
Download Press Release
A lot has changed since TVS did a full revamp of its brand identity 13 years ago, which is a lifetime in brand years. The technology we used in 2008 would look ancient by today’s standards. Instagram was still two years away from launch, Revit was only eight years old and not nearly as ubiquitous as it is today, hand drawing still dominated, and mixed-use wasn’t the buzzword that it is today.
TVS is not the same firm it was 13 years ago – we’re not wearing suits to the office, the structure of the firm has changed as we’ve moved away from siloed workflows, many of the old guard have retired and the technology that impacts both our business and that of our clients is completely different. Bottom line, the internal (our firm) and external (our clients and the world around us) have been completely overhauled, while the TVS brand has remained much the same.
A lot has changed since TVS did a full revamp of its brand identity 13 years ago, which is a lifetime in brand years. The technology we used in 2008 would look ancient by today’s standards. Instagram was still two years away from launch, Revit was only eight years old and not nearly as ubiquitous as it is today, hand drawing still dominated, and mixed-use wasn’t the buzzword that it is today.
09 - WHY NOW?
Read more
A lot has changed since TVS did a full revamp of its brand identity 13 years ago, which is a lifetime in brand years. The technology we used in 2008 would look ancient by today’s standards. Instagram was still two years away from launch, Revit was only eight years old and not nearly as ubiquitous as it is today, hand drawing still dominated, and mixed-use wasn’t the buzzword that it is today.
TVS is not the same firm it was 13 years ago – we’re not wearing suits to the office, the structure of the firm has changed as we’ve moved away from siloed workflows, many of the old guard have retired and the technology that impacts both our business and that of our clients is completely different. Bottom line, the internal (our firm) and external (our clients and the world around us) have been completely overhauled, while the TVS brand has remained much the same. Until now.
Managing a brand refresh for a design firm is a daunting task. It’s akin to cooking dinner for 150 highly trained chefs or auditing a CPA firm. In other words, design is our business so when it comes to our visual identity, we knew we had to bring our A game. By default, a design firm should have a well-designed brand identity, the kind of brand that’s commensurate with the quality of design the firm is known for.
We started the brand refresh process with three main objectives:
1) Develop a clear positioning that is unique to TVS and compelling for our clients, then translate that positioning into a set of persuasive and consistent core messages.
2) Make it easy for people to know and refer to us by name.
3) Update our visual identity in a way that would be compelling in the new world of communication and distinctive among our competitors.
The process began with an archaeological dig as a way of uncovering the most essential truths of the firm. After numerous interviews with employees, clients and partners, we arrived at a core message:
Listen. Solve. Deliver.
During this process, we prioritized inclusive, empowering language as a reflection of our values as a firm during a time of great uncertainty – messaging that can be easily remembered and is authentic to who we are as a firm. We needed a brand identity that represented the new face of the firm – fresher, more progressive and diverse.
If we’re going to claim that we make remarkable design easy, we can’t have a brand identity that’s hard to use. There were a number of aspects of our old brand that not only made it not easy, but made it downright frustrating and overly-complex. From trying to keep our name lowercase when typing only to have the T capitalized with autocorrect, to a logo originally designed for the pre-digital, analog world, there was nothing easy about referring to TVS. The industry has known us simply as TVS so rather than continuing to swim against the current, our goal has been to meet people where they’re at by dropping the added formality in our name.
This identity system also lets our architecture and interiors work shine – there’s no unnecessary decoration or fluff that detracts or distracts. This ease of use and seamlessness is baked into the brand’s DNA, which is useful for a design firm that serves a wide variety of markets. This built-in flexibility gives our designers the latitude to make the brand their own while keeping it consistent across the board.
Most importantly, the challenges of our clients have changed since our last refresh, and our brand needed to keep pace with this evolution. Our clients are looking for more than just a nice design – they want a partner who’s nimble, innovative and is ahead of technology that streamlines the design process. Today’s clients seek a trusted partner who understands their core drivers and leverages design as a tool to help solve their greatest challenges.
Our brand now represents the firm authentically and positions us for future growth – it's both current to meet the needs of our staff, our clients and our community right now, while also aspirational as we continue to evolve as a firm for many years to come. In this new era, we bring big capabilities but not big ego. No matter the size or complexity of the project, we bring world-class expertise with a personal attitude and local care. We listen, solve and deliver. We are TVS.
WHY NOW?
Released September 2021
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