Vital Link EMS, a nonprofit emergency medical service, is rolling out a new brand identity aimed at highlighting its evolution while reaffirming its longstanding mission to provide vital care. The update includes a refreshed logo, a new color scheme, updated ambulance designs, and other branding changes that will gradually appear in the communities the organization serves.
The changes are intended to represent Vital Link’s growth since its founding on August 9, 1983. CEO Kathy Lanier emphasized that the new branding reflects a modernized approach to their work while continuing to honor the trust and commitment the organization has upheld for over four decades.
“Vital Link has changed tremendously over the years, and we wanted our brand to better reflect the organization we are today,” Lanier said. “This new identity feels fresh and modern, and still honors the profession we serve and, most importantly, the trust our communities have placed in us.”
The redesigned branding includes a deep blue and vibrant green color scheme, chosen to symbolize trust, stability, health, growth, and community. The updated ambulances incorporate these colors using bold, clean graphics with layered shades to convey movement and energy. At the center of the new identity is a contemporary reinterpretation of the Star of Life, the nationally recognized symbol for emergency medical services. The inclusion of this symbol serves as a nod to Vital Link's EMS roots while giving the organization a distinct, modern look for the future.
While the visual identity is changing, Lanier stressed that the underlying mission and operations remain the same. "For more than four decades, people have trusted Vital Link to show up on some of the hardest days of their lives," she said. "A new logo doesn’t change that. Our ambulances may look different when they come down the road, but the people inside them and the commitment behind them are the same."
The new branding will be implemented incrementally across ambulances, staff uniforms, facilities, printed materials, and digital platforms in the coming months. Lanier also noted that the organization’s focus extends beyond emergency response to include community involvement, health partnerships, and public health education.
Vital Link EMS operates as a nonprofit serving communities throughout the region, with a mission rooted in connecting individuals to essential medical care. The organization is reassuring residents that its commitment to professionalism and compassionate service remains unchanged as the new branding takes shape.