WIN Water started in 2012 and offers a market place for businesses and innovations within the fields of water. The core business of the organization is to create business opportunities for their member organizations, to speed up the process of getting innovations to the market. In 2016 WIN Guard was launched, using the same concept but with the aim of bringing innovative solutions to the public safety sector. The old visual identity was tightly associated to water and needed a visual remake to welcome the newly started network.
Create a visual identity that allows the two different branches of the organization to have their own identity and feel, but at the same time state the connection between them and make it clear that they belong to the same “family” and use the same concept. It was also important to create a framework that allowed the organization to expand and launch additional branches in the future. The aim was to create a concept for the logotypes that both could appeal to the new audience and also arouse recognition for those who already have been in contact with the brand.
I created a logo with an element which the members already associated with WIN Water and networking. The element, which is The WIN Mingle Map have been used as a tool for mingling at the WIN Water events and is now also used as a tool in the latest network WIN Guard. The logotype puts focus on networking and creates recognition for the audience through the already known symbol. The gradient symbolizes the wide business area within each field. The mother organization can grow with this concept and it is easy to expand the WIN-family and add other branches. The branches are independent with its colors and imagery, and are at the same time connected through the logotype, which indicates that they all using the “WIN Concept”.
Logotype, animation, images, and video down below is created and produced by me. Have a look at the WIN Water website and the WIN Guard website, made by Duse Media, to see the logotype and the graphical profile in use.