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It was in September 1996 that Sony introduced in the United States the world's first VAIO PC. This model, and all subsequent ones proved a great success. We sincerely appreciate all of the support we received and are pleased to have been able to contribute to creating a new lifestyle. Read on to learn about the concept behind the VAIO name and logo.

The VAIO Name and Logo

VAIO logo

VAIO Creates a Revolution, Combining AV and IT The Digital Dream Kids concept was introduced just prior to Sony's 50th anniversary in 1996. We sought to create products, which would provide new entertainment and offer a great change in lifestyle. These products were developed using a wealth of AV and rapidly increasing IT technology together with evolved analog and the latest digital technology. One goal of Digital Dream Kids was to develop and launch a totally new concept home-use PC. This new PC featured complete AV capability for enjoying both image and sound with IT application, creating limitless PC entertainment possibilities. Furthermore, this PC provides network, i.LINK and Memory Stick compatibility, connecting users to other products and people.

When a product is developed at Sony, the planning and marketing departments are in charge of product naming while the graphic design team handles the logo. For the VAIO PC, Mr. Goto designed the entire product, from conceptualization to the final logo. It was truly exceptional for a product designer to be in charge of a design from start to finish. However, Mr. Goto's product concept, name and design, as well as their integration, was a success. During the initial stages, Mr. Goto envisioned his PC as a reflection of Sony's image and style. In his own words, Mr. Goto explains, "I had a sudden inspiration as the word VAIO flashed across my mind. I knew this was it."

The magical word VAIO may have been the result of the product designer's inspiration, however, the name itself is symbolic in many ways and accurately reflects Sony's style. The 'VA' in VAIO stands for the integration of Sony's full audio and video entertainment capabilities. Another idea behind the 'VA' is the unity of analog and digital *1. Together, VAIO stands for Video Audio Integrated Operation.
Mr. Goto incorporated many meanings into the design of the VAIO logo (see above). According to Mr. Goto, the logo expresses the PC's analog and digital qualities. He says: "The 'V' and the 'A' in the logo are connected together to represent a sine wave, the basic analog signal. The 'I' and the 'O' can also be interpreted as 1 and 0 which are used to represent digital signals in binary code." It is clear that the VAIO name and logo reflect Sony style and include many ideas, namely Sony's new-concept PC for changing lifestyles.

*1 Ultimately, it is the analog signals converted from the digital images and sound that provide a moving experience. Also, the combining of business equipment is another example of VAIO's unifying of digital and analog.

VAIO, at One with Nature

VAIO

"You wouldn't think of combining nature and PC together, however, VAIO has a strong relationship with nature." Mr. Goto further explains: "Though PCs today are simply machines, they are progressing closer to man and nature. As this happens, I believe the VAIO name will live on, surpassing the idea of PCs as we know them today. Even though VAIO may evolve into something new and different in the future, that suits me just fine." The name expresses nature in another way. According to Mr. Goto, VAIO sounds like the prefix "bio", meaning life, as in biotechnology.

"The logo is reminiscent of hieroglyphs, recalling ancient times when man lived at one with nature. Rather than being associated with digital technology and representing simply the brand name of a PC, Mr. Goto was careful to create a logo symbolizing the natural essence of VAIO's function and shape. The logo also evokes an expansive and eternal feel, ensuring its existence well into the future." The embossed quality of the logo *2 also ties in with the product's concept of nature; the lettering resembles a rock engraving or words embedded in sand. The logo's striking appeal to the eyes and touch resulted in its repeated use in accessories and other related products. For example, it was used on the display adaptor for the SR and C1, shown below. Consistently using the embossed logo on portable Sony products is one of Sony's key design points.
VAIO

*2 Earlier VAIOs were the first magnesium alloy designs incorporating the VAIO logo on the back of the LCD. The embossed logo creates a 3-dimensional effect, giving the appearance of an optical illusion. It was difficult to create an embossed logo with the limitations of the molding technology at the time. Thanks to the perseverance of the developers and molding manufacturers, this design was successfully incorporated on models succeeding the VAIO N505SR.

The name VAIO also has a phonetic connection to the word 'violet', hence the PC's color. A tint of purple was added to the gray-silver components. Purple soon became the color symbolizing VAIO. Next to other PCs and peripherals available in white and ivory shades, the VAIO stands out.

VAIO notebooks have a hidden surprise. When you start up the computer, you hear a unique sound.*3 Though unfamiliar, the sound is from an American telephone keypad when the letters V-A-I-O are pressed. This playfulness is part of the entertainment concept behind VAIO as a product.

*3 Certain models only.

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