Vital Link EMS unveils new brand identity, but says its mission remains the same

Vital Link EMS ambulances are getting a new look, but the nonprofit says the people inside them — and its commitment to the communities it serves — aren’t changing.

The organization is introducing a new brand identity, including a refreshed logo, new colors, and updated ambulance graphics that will begin appearing throughout the communities it serves in the coming months.

The new look is more than a change in colors or graphics. It reflects how Vital Link has grown and evolved while staying grounded in the same purpose that has guided the organization since Aug. 9, 1983: connecting people to vital care.

“Vital Link has changed tremendously over the years, and we wanted our brand to better reflect the organization we are today,” said Kathy Lanier, CEO of Vital Link EMS. “We are incredibly proud of our history, and we are always looking ahead. 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.”

Every part of the new brand was chosen with purpose, according to the organization. The deep blue represents trust, professionalism, stability and clinical excellence — qualities Vital Link says have long been at the heart of its work. The new green represents life, health, hope, growth and community, reflecting an organization whose role extends beyond emergency response to include public health education, health care partnerships, community involvement and new ways to connect people to care.

At the center of the new identity is a modern interpretation of the Star of Life, the nationally recognized symbol of emergency medical services. Vital Link says incorporating the symbol was an intentional way to honor its EMS roots while giving the organization a distinctive look for the future.

The redesigned ambulances bring those elements together with bold blue, green, and white graphics designed to be clean, recognizable, and highly visible. Flowing lines and layered shades of blue create movement and energy, while an oversized Star of Life makes what the organization calls an unmistakable connection to EMS.

Vital Link emphasized that while the look is changing, there has been no change in ownership, leadership, or commitment to the communities it serves. The same local nonprofit, the same team, and the same commitment to emergency medical care remain in place, the organization said.

“For more than four decades, people have trusted Vital Link to show up on some of the hardest days of their lives,” Lanier 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 roll out gradually across Vital Link vehicles, uniforms, facilities, printed materials and digital platforms.