• Vibrant Performance has become synonymous with fabricators, offering a diverse array of components that help builders achieve their performance goals.
• Its turbo, exhaust, and fuel delivery components allow creative builders to circumvent design and packaging constraints that would otherwise compromise their ultimate visions.
• For SEMA 2024, its new products join an incredibly dynamic visual rebrand that will take Vibrant Performance into the future and beyond.

Taking the easy way out is seldom interesting. It also rarely creates learning opportunities, refining skills, or even providing a great story. Vibrant Performance has never been a company that takes those shortcuts; its success has been predicated on pushing limits. For more than 27 years, Vibrant Performance has challenged itself to refine its own thresholds and helped dreamers, fabricators, and builders do the same.

For SEMA 2024, Vibrant Performance has taken on a different challenge: a major brand identity overhaul. A lot of companies have fumbled this exercise—including big names like Johnson & Johnson—confusing simplicity and blandness while hunting for visuals that will perform better in digital spaces. So when Vibrant sought SEMA 2024 as a forum to launch this new identity, I couldn’t help but feel a little nervous that it’d go down that fateful path in front of hundreds and thousands of loyal customers. But as we’ve alluded to already, Vibrant isn’t a company that backs down from a challenge, and they were keen to use the aftermarket’s grand stage to make a big statement about its future.

VIBRANT GETS IT

To be fair, Vibrant Performance isn’t any “ordinary” aftermarket company—it is an undisputed leader in the fabrication space. It works with talented and imaginative builders who trust Vibrant to help them make their wildest visions come to life. Vibrant Performance continuously pushes its envelope—even when its products are leading the field—to ensure it offers the very best to its customers.

In tandem with its vast suite of top-tier products, Vibrant has consistently plugged itself into the car culture scene. It’s been a proud partner of Pit+Paddock since our inception, helping support progressive marketing efforts like the Driver’s Project, a massive builders-themed cars+coffee event across the country, our inaugural Mustang Grid Icons show, and so much more. That intimate connection with its multi-genre fanbase would surely inspire the task ahead.

EXCEEDING EXPECTATIONS

As ever, Vibrant Performance knocked it out of the park. The brand rework is so much more comprehensive than just a logo refresh; Vibrant has made a concerted effort to align its visual identity with the types of components it makes—each character in Vibrant’s new logo is inspired by varying degrees of tube bends—and the overall quality standard of its products.

INTERVIEW WITH VIBRANT PERFORMANCE

Ahead of the conference, we had a chance to sit down with Deryck Griffith, Vibrant Performance’s Director of Sales and Marketing, and Bruno Ferrante, Marketing Manager, to get an inside scoop on everything that went into the rebrand, what it means for the company’s future, and what that will all mean for us as automotive enthusiasts.

What was the biggest impetus for Vibrant wanting to change so much about its brand identity?
Deryck: Before this refresh, our brand had gone through two previous logo changes. Our first was a vintage logo where a large starburst circled the “V” in Vibrant with the word “Performance” below it. This logo is where we initially gained recognition for the brand, and we built that over the course of 20 years. In 2017, we made our first-ever major change to a more minimalist logo. Admittedly, following that logo—and the 3-4 logo iterations that followed over the subsequent six years—our brand lost some of its identity despite the success of our product.

From what you showed me, there’s a lot more than “just” automotive components in Vibrant’s 2025 and beyond plans. Can you share what those are and how the new identity has been created to support those efforts?
Deryck: This iteration of our brand refresh is a new start and, essentially, a solid line in the sand. It tells our customers we are intentionally moving forward with a version of the Vibrant brand that is new, modern, exciting, cool, and passionate. It is important to state, however, that our brand refresh is not just the logo but includes many other elements that link how we speak about our brand, how we verbalize our passion for the fabrication parts we develop, how much sticking to strict rules on our brand guidelines matter, how much font matters, and lastly, and most importantly, our brand “in its entirety” will now match the excellence of our products.

The trust our customers place in us is strong, and we carry much gratitude in knowing this. So the brand refresh, in many ways, is our response to the trusted customers that care about our products so much. Now, not only will they care about our products, but they will also equally care about the “Vibrant” brand.

Most companies wait for a major anniversary to go through a big rebrand. What made Vibrant break the trend and get this project done for SEMA 2024?
Deryck: The time is now for us to reinforce who we are and what our identity is as one of the staple brands in the industry. We’ve made internal changes as a company, and following the normalization of industry-wide business volume after the COVID sugar rush, we felt SEMA 2024 was a valuable target.

We needed to be proactive in this effort. There will undoubtedly be more uncertain times beyond COVID, so we wanted to establish a new identity that would reinforce our leading position. We will remain the industry’s most trusted source for professional fabrication components.

Bruno: For us, timing wasn’t about tradition—it was about readiness. The SEMA show is a gathering of innovators and trailblazers in the industry, making it the perfect platform to unveil our evolution. Vibrant is for the builders who never settle, who are always in pursuit of what’s next. It felt right to introduce our refreshed brand in an environment that shares that spirit, surrounded by the very community we serve and inspire.

“We speak to the builders, the gearheads, and the die-hard enthusiasts.” Talk to us about this statement. Bearing in mind this brand identity shift, how has Vibrant supported this niche community and how will it evolve into 2025?
Deryck: Vibrant is a company filled with enthusiasts, and many of us at the company are fabricators ourselves. As such, we have a unique perspective when it comes to our customers because we have similar needs. Our corporate mission statement also speaks to the importance of being “market-driven,” and we fulfill that mission through listening to the market (our customers) carefully and then responding to their needs.  This has been, by far, the catalyst to our success. We listen, process, and react—our customers have seen us do this for the better part of 20 years. It’s this trust and reactive response to the market that allows us to cut through as a niche brand. We land strongly on the niche fabricator community, who are the artisans of the industry.

Bruno: At Vibrant, we often say that the word of the year is “intentional.” We’re committed to going deeper, exploring the culture and lifestyle that unites us with our community of passionate builders. It’s not just about the parts we make—though we’re immensely proud of their quality. It’s also about the connective tissue that ties us all together: a love for speed, power, and the thrill of engineering excellence.

As we step into 2025, we’re building a brand that doesn’t just serve the community but embodies it. We want our customers to feel proud to have our parts in their cars, to display our logo in their shops, and soon, to wear our brand. This intentional approach will guide everything we do, from the products we design to the community spaces we’re creating. It’s about cultivating a lifestyle that celebrates the relentless pursuit of performance and excellence.

Talk to us about the ways you see the automotive enthusiast in 2024. How has Vibrant helped make aspirational, amateur, or professional builders achieve their goals?
Deryck: The modern fabricator has not changed much from an archetype standpoint but has certainly evolved in talent and vehicle range. Those who know us may still only see us as a brand that sells exhaust parts—or only deals with sport compact vehicles—but we are way more than that. Our brand extends to ALL fabricators, from sport compact, to domestic, to motorcycle, powersports, and more. Our new brand identity will speak to that modern fabricator across these genres who are pushing their limits. At this year’s SEMA show, in addition to an incredibly built domestic vehicle that will be the showcase vehicle of our booth, we are also displaying two unique vehicles—a skidoo and jet ski—alongside it. This is what our new brand refresh is about. It will recalibrate our identity; “Vibrant” is a brand that provides the tools necessary for the fabricator to fabricate “anything” from land to sea that carries an engine power unit.

Bruno: The automotive enthusiast today is defined by a relentless drive to push limits, regardless of their experience level or the car they drive. Vibrant has always supported this spirit by creating parts that don’t just perform—they excel, whether you’re a weekend warrior or a professional racer.

Talk to us about how this improved visual branding will help speak to the modern enthusiast. Why is that important when it comes to selling aftermarket car components?
Deryck: Throughout the years, Vibrant has become a brand that empowers the fabricator and inspires the car enthusiast. Being an aspirational brand is humbling, and we take that position very seriously. Being a leader also leads to others copying our tactics (which I guess can be seen as flattering), but our customers know that the root of originality and innovation lies strongly within Vibrant. As such, we do not waver; we continue to push the bar even further through quality, advanced development, and now, a new brand that signifies our rightful position as the premier fabrication solution.

Bruno: While our goal is to modernize Vibrant’s look and make a visually striking impact, this rebranding is about more than just aesthetics. Over the years, we’ve put intense focus on building the best product lineup on the market, perfecting every component so our customers get unmatched performance. But our brand itself often took a back seat, evolving quietly alongside our products.

Thank you, Deryck and Bruno, for taking the time to walk us through Vibrant Performance’s incredible brand refresh. We’re excited to see how the industry reacts to the new identity and look forward to everything that’s coming from Vibrant into 2025 and beyond. Visit the Vibrant booth #24029 at SEMA for more.

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