Not everyone has time to wonder where something as necessary as our drinking water comes from. Functional design is much like water in that way. Plenty of it out there, but sometimes unavailable. Below is the original logo used by the West Wilson Utility District. Yes, it’s pixelated. Yes, the company name is present twice. Lastly, it’s far too busy to be used as a mark. However, with a with the right tools a brand new vision can be provided to those who provide such a valuable service. As simple as turning on the tap.
Below is the revision. Elements such as the company’s phone number and tagline have been trimmed away. The color is much more universal and will stand the test of time. The Typeface, Kokila, has remained the same. No need to change what already worked so well?
An important test for any brand design is to see wether it can still function in greyscale. The soft grey tones have enough contrast to be visibly effective even when printed at a small size.
Elements from the new logo have flowed, like water, from their original usage to create a modern and distinct motif. The tagline returns as a secondary element to the logo, not a part of it. From there it’s as easy as following the usual conventions of typography and layout design.
Last, but certainly not least. Brands are about people in the end. The tagline appears once more. This time it’s a call to action that will be carried, literally, by those on the ground floor as they work to complete West Wilson’s mission.
