# Vontier new logo (2020)

> Vontier launched a new logo in 2020. Fortive's transportation and mobility technology businesses launched as Vontier, a new company with a name built from via and frontier and a wide black Vontier wordmark in capitals carrying the line Powering the way the world moves.

## Key facts

- Brand: Vontier
- Launched: 2020
- What changed: Fortive's transportation and mobility technology businesses launched as Vontier, a new company with a name built from via and frontier and a wide black Vontier wordmark in capitals carrying the line Powering the way the world moves.
- Industry: Mobility
- Logos: https://rebrandlog.com/placeholder/na-light.svg (before), https://rebrandlog.com/logos/vontier-2020/after.svg (after)

## The rebrand, explained

Fortive announced the name on 15 January 2020 for the separate public company it planned to create from a portfolio of retail and commercial fueling, fleet management and professional tools brands. Mark D. Morelli, named as president and chief executive, explained the coinage: "The name Vontier comes from a combination of 'via', meaning a road or a way, and 'frontier', an expression of exploration and the pursuit of further progress."

The Triangle Business Journal, The News & Observer and Industrial Distribution all covered the announcement, and the new company set up its headquarters in Raleigh, North Carolina. On 9 October 2020 Vontier completed its separation from Fortive and began regular way trading on the New York Stock Exchange under the ticker VNT, describing itself as a global industrial technology company focused on transportation and mobility.

The logo is all about width and motion. The name is set in black, very wide capitals, the V is split by a sharp angled cut, and the line Powering the way the world moves runs underneath in a light sans serif. It reads like road signage stretched out sideways, which suits a company whose brands sit at fuel pumps, in service bays and inside fleet software.

Like many spin-off names of its era, Vontier had to work on day one for investors, employees and customers who already knew the operating brands far better than the parent. Keeping the mark to a single bold word with a plain-spoken tagline makes it easy to sit quietly above Gilbarco, Matco and Teletrac Navman rather than compete with them.

In short: Via plus frontier, set in wide black capitals built for the road.

## Sources

- https://investors.fortive.com/news-events/press-releases/detail/131/fortive-announces-new-global-industrial-company-to-be-named-vontier
- https://investors.vontier.com/press-releases/press-releases-details/2020/Vontier-Completes-Separation-from-Fortive-and-Launches-as-an-Independent-Publicly-Traded-Company/default.aspx
- https://www.bizjournals.com/triangle/news/2020/01/15/more-details-on-a-new-public-company-setting-up-hq.html
- https://www.newsobserver.com/news/business/article240507841.html
- https://www.inddist.com/company-expansion-consolidation/news/21111298/fortive-announces-new-global-industrial-company-vontier

## Cite this

Rebrand Log, "Vontier new logo (2020)", https://rebrandlog.com/rebrand/vontier-2020/, last updated 2026-10-23.