The VF Circle

VF Circle Basics

The VF Circle
is the visual cornerstone of the entire Corporation. It is important to use it in a consistent manner across all visual communication materials.

The key elements of the VF Circle that constitute its uniqueness. are:

  • The letters “V” and “F” are joined together in the center;
  • The letters “V” and “F” break through the edge of the circle at three points.

Do not distort, recolor, outline or otherwise alter the VF Circle. See examples of improper usage. It may not be incorporated with competing graphics, logos , typography or incorporated as a graphic element to create a logo variation. The VF Circle may be incorporated into designs as a graphic element only if it also appears correctly applied. For example, the VF Circle could bleed off the page or be embellished with other graphic elements such as photography, textures, embossing or die-cutting so long as another, correctly applied VF Circle appears.

The VF Circle should only be reproduced from authorized standards. Download the VF Circle here.

VF Circle | Live Area

VF Circle Live Area

To maintain the proper integrity, strength and impact of the VF Circle, no other text or graphics may appear in close proximity to it except the following:

All other text and graphic elements should be no closer to the VF Circle than 1/4 the diameter of the VF Circle.

The preferred distance of all text and graphic elements from the VF Circle is 1/2 the diameter of the VF Circle.


VF Circle | Registration Mark

VF Circle Registration Mark

Trademarks are among VF's most valuable assets. They are symbols of the company's reputation, history and goodwill. In order to protect its integrity and legal status, the VF Circle, when used alone and in connection with apparel (including footwear) must always have the registration symbol ® positioned as shown.

When used alone and in connection with backpacks, tents, or sleeping bags, or other accessories, the VF Circle must appear with the symbol ™ as shown.


VF Circle | Improper Usage

  • Do not modify or distort the circle in any way.
  • Do not separate the VF letters from the circle.
  • Do not create outline variations of the circle.
  • Do not enclose the outer edge of the circle and apply a border around it.
  • Do not enclose the VF letters where they meet the outer edge of the circle.
  • Do not apply the circle to heavily textured or visually competitive backgrounds.
  • Do not use the circle in a name (e.g. VF Jeanswear or VF Sportswear), phrase or sentence as a substitute for the letters VF.
  • Do not infringe on the VF Circle live area.
  • Do not use the circle in unapproved colors. Note: the exception is when the logo is used as a graphic element.

Essence Statement

VF Circle Essence Statement

The VF Circle may also be used in conjunction with the Essence Statement : We Fit Your Life.

The preferred positioning is to the right of the logo aligned with the bottom stroke of the "F" in VF. The cap height of the essence statement may be no larger than the mid-stroke of the "F" in the VF Circle but may be smaller (see Example 2) The essence statement may be placed no closer to the VF Circle than 1/4 the VF Circle diameter and no farther away than 1/2 the VF Circle diameter. The essence statement "We Fit Your Life.™" is always to be presented with a period.


Essence Statement Alternate Positioning

Essence Statement Alternate Positioning

Alternate: In the alternate center positioning, the essence statement should be 1/8 the VF Circle diameter from the logo. The essence statement may be sized as required, but it should not be smaller than the VF Circle diameter.


Essence Statement Advertising Signature

The VF Advertising Signature should be used with one of the approved options.

Essence Statement Advertising Signature

Option 1: The VF Circle and essence statement combined with the web site address. The web site type is in Univers 47 Condensed Light.

Essence Statement Advertising Signature

Option 2: The VF Circle and essence statement together.

The type should align with the bottom stroke of the "f“ in the VF Circle. The height of the type is not to exceed the middle stroke of the “f” in the VF Circle.

When "www.vfc.com" is used in addition to the essence statement it should be in Universe 47 and double spaced from "We Fit Your Life."

The recommended color for the type is black.


Color is an important element in presenting the correct VF message. When using color mixes not specified on this chart, you must obtain prior approval from VF Corporate Communications.

The preferred colors of the VF Circle are VF Blue (see color chart below) with white letters. The VF Circle may be printed in black with white lettering when VF Blue is not available.

When printing on coated or uncoated paper, the first choice of color specification should always be the applicable PANTONE* color listed.

Designers and printers may need to make adjustments to achieve an acceptable match to the VF colors.

The VF Circle may also be screened from black (50% black screen) with white lettering.

The essence statement, the symbols ® and ™, and supporting copy should be printed in black or white (reversed out).


    • Name:VF Blue
    • Hex:#003399
    • PANTONE®:PMS 2728
    • CYMK:100/60/0/13
    • RGB:0/51/153
    • Name:VF Gray
    • Hex:#CCCCCC
    • PANTONE®:PMS 422
    • CYMK:0/0/0/6
    • RGB:204/204/204
    • Name:White
    • Hex:#FFFFFF
    • PANTONE®:n/a
    • CYMK:0/0/0/0
    • RGB:255/255/255
    • Name:VF Signage Gray
    • Hex:#333333
    • PANTONE®:detail 1
    • CYMK:0/15/27/56
    • RGB:132/121/112
    • Name:Black
    • Hex:#000000
    • PANTONE®:n/a
    • CYMK:0/0/0/100
    • RGB:0/0/0
    • Name:VF Red
    • Hex:#FF0000
    • PANTONE®:PMS 485
    • CYMK:0/91/87/0
    • RGB:204/51/5

Typography is an essential component of the VF corporate identity program and plays an important role in the clarity of communications.

The VF identity guidelines specify three families of typefaces (fonts): Univers Condensed is the sans serif typeface and Adobe® Garamond® is the serif typeface. The Arial family of typefaces may be used when Univers and Garamond are not viable options. Use of these typefaces will reinforce a consistent appearance among all communication materials produced by VF Corporate, coalitions and operating units.

Univers should be used on the majority of printed materials. Adobe Garamond may be used as a supplementary typeface. All typefaces may be combined as desired.

The Adobe Univers Condensed and Adobe Garamond fonts may be purchased directly from Adobe Systems.

VF Corporate, coalitions and operating units typography should be set in capital and lower case letters. All typography is to be in an aligned left, ragged right relationship.

Note: Adobe and Adobe Garamond are trademarks of Adobe Systems, Inc.

VF Fonts