Velp Scientifica unveils its new brand identity
A renewed image for a company in constant evolution, driven by curiosity
30 Jun 2025
Velp Scientifica has launched its new brand identity. A transformation that reflects the company’s ongoing evolution and celebrates its heritage, while staying true to what has defined it for over 40 years: a passion for science, research, and innovation.
Founded in 1983, Velp is now led by the second generation of the founding family, with Giovanni Passoni serving as CEO. Over the years, the company has grown into a global enterprise, with two operational subsidiaries (United States and China) and a network of over 300 partners active in 130 countries.
Velp instruments are used daily in the food, pharmaceutical, academic, and environmental sectors by thousands of laboratories around the world.
“We felt the need to pause and reflect on our journey. Over time, we have expanded our product portfolio, embraced digital solutions, and supported our customers in achieving higher performance and sustainability. It was time for our image to reflect who we have become — and who we aspire to be,” explains Giovanni Passoni, CEO of Velp.
The result is a new visual identity and a new payoff: Driven by curiosity. A powerful expression that captures the company’s core values — curiosity, precision, and reliability — and its vision for the future: to continue innovating in order to make science more accessible, efficient, and sustainable.
The new logo is modern and essential, in line with the clean and functional design of Velp products. The signature light blue color, long associated with the brand, remains a mark of visual continuity and trust. A refined typographic detail in the letter 'V' subtly references Velp’s historic identity, creating an elegant bridge between past and future.
This transformation is also expressed through the launch of the redesigned corporate website, created to deliver a more intuitive user experience aligned with the brand’s renewed positioning — informative, user-centric, and forward-looking.