Performing a rebrand for an existing company is always a difficult undertaking. There is a fine balance between creating something new and fresh from something old, whilst also remaining confident you are not losing the respectability and reputation built by an existing identity. So when UK vehicle wash supplier Wilcomatic asked us to take a look at their brand identity we knew that what we would create would need to tread the fine line between the past and the future of their business.
It was fair to say that Wilcomatic’s old logo had begun to look a little dated and didn’t transfer well to digital application, but we wanted our new approach to build on its foundation rather than dismiss it altogether. Our approach was to develop a symbol to sit alongside the type that would provide flexibility in application. The circular design is a representation of the company initials WWS, presented in a way that shows the global direction the company is beginning to take. It has a very fluid feel and has even been described as a soap bubble by certain folks at the company! The development of a more varied colour palette also meant that any design work in the future was afforded a greater level of flexibility.
Following on from the development of the company’s main brand we were then tasked with reworking all of the subsidiaries of Wilcomatic. Working Water, Wickham Gensol, Archway TCS and Wilcomatic Rail Systems are all divisions of Wilcomatic that we wanted to feel a part of a coherent set. Maintaining the circular theme, coupled with the same typographic choices helped to formulate a suite of logos that work well alone or as part of a set, as demonstrated on the company’s fleet of vehicles which we have also created as part of the project.