We refreshed the current V mark by adjusting the amount of lines and creating a responsive system to allow for better usability across multiple touchpoints. Considering the view has multiple different offerings, we crafted a facet system with corresponding icons. Rather than naming these facets “___ at The Vue” we phrased them to feel more immersive–such as “Golf The Vue” and “Dine The Vue”.

The icon system was created in a simple and linear style, nodding to the linear structure and architecture of the event space. A linear grid system guides your eye across brochures, the website, and other collateral items, bringing structure into the brand and reinforcing the integrity of the architecture.