rebranding of twa
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Toronto WaterAuthority PROCESS BOOK
Toronto Water Authority
To explore corporate communication and brand identity for product & service driven companies.
Identify & Describe Anatomy Of Signification Deconstruct And Critique Existing Systems Of Visual LanguageGenerate, Refine And Isolate Meaningful Visual FormGenerate Concepts For Systematic CommunicationGenerate Systems Of Type, Image, Colour And Visual FormExploit A Range Of Formats, Materials and Contexts for Communicative Ends.
To develop, refine and apply a graphic identity to an assigned public utility based in Toronto.
Objective
a.b.
c.
d.
e.
f.
Objective
Project OneProject TwoProject ThreeProject Four Project Five
Table of Contents
Experience & FormPrecedent Study & Visual AuditReduce & Refine Application & ProductionScale Application
Table of Contents
Visual ExplorationsTo become familiar with assigned utility by exploring water with no limit to how the visual form is generated.
Experience & Form
Drip Drizzle
Trickle
Splash
Sprinkle
Weep
Pour
Spill
Reflect
Rain
Catch
Resonate
Transparent
Condensate
Ripple
Swell
Tide
Surge
Quiver
FlowPressure
Vibrate
Shiver
Wave
Gurgle
BubbleSeep
Bleed
Soak
Gush
Run
Stream
Leak
Damp
Immerse
Dehydrate
Moist
Sog
Dew
Splatter
Spray
Mist
Soak
Squirt
Shower
Evaporate
Steam
Fog
Experience & Form: Natural State
Water in its Natural State
Experience & Form: Water & Medium
Water and Medium
Visual Research & Graphic Identities
To broaden our context by concentrating on looking. Identify aspects of form and language to help refine a graphic identity.
Precedent Study and Visual Audit
1
2
3
4
7
8
5
6
Australia Water AssociationThames Water Utility
American Water Works AssociationGolden State Water Company
Conserve Florida Water Clearinghouse
Water Quality Association
Water Environment FederationWater Mains
1
2
3
4
5
6
7
8
Australia Water AssociationPromotes sustainable water management through collaboration, and professional management
Thames Water UtilityUK’s largest water and wastewater services. Ensures drinking water at its best quality. Remove and treat 2,800 litres of sewage.
American Water Works AssociationChlorination and other techniques. Focus on much need water supply and treatment issues. Provide safe drinking water and sanitation.
Golden State Water CompanyOutlines ways to maintain water qual-ity, strengthen water conservation eddorts, assist low-income custom-ers, and set rates that balance invest-ment conservation and affordability
Conserve Florida Water ClearinghouseCollect, analyze and make available reliable information and technical assistance to public water supply utilities.
Water Quality AssociationA resource and information source, a voice for the industry, an educator for professionals, a laboratory for product testing and communicator to public.
Water Environment Federation Not for profit association that provide technical education and train-ing for water quality students.
Water MainsWater services supplier for utility operations and sterilization.
Precedent Study & Visual Audit
Identifying Language & Mark Explorations
To generate specific, bold, representational graphic form that communicates in a clear and concise manner, Toronto Water Authority
Reduce & Refine
Initial sketch ideas and research. Refining rough ideas and exploring graphic form possibilities to better suit the context. Experimenting with black water colour paint & ink to portray an organic feel and to give personality.
Mark Explorations
Transferring initial rough sketches into final logos. Further exploring logo possibilities. Potential variations of bold, representational graphic form.
Logo Colour Palette
C MYK
10000 00 00
C MYK
59 050000
C MYK
20000000
C MYK
20030300
C MYK
10090 29 17
C MYK
100 751530
C MYK
100751515
C MYK
100350040
C MYK
100100 100 100
C MYK
100 1002525
C MYK
100950500
C MYK
00000000
Exploring the different depths of blue. Whether muted to eccentric, shallow or deep.
Type Exploration
TORO
NTO
WAT
ER
AU
TH
OR
ITY
A Merging of three graphic forms fused into one to create the final logo for Toronto Water Authority.
Final Graphic Mark
TORONTO WATER AUTHORITY
Print ApplicationTo test the mark’s formal strength through application consisting of a Business Card, Letterhead and No. 2 Envelope.
Application & Production
Paula FletcherCity Counsellor
al06wr@TWA.ca
Toronto Water Authority207 Queens Quay West Toronto, ON Suite A M5J 1A7 Canada
T: 905-791-7800F: 905-791-7871
Paula Fletcheral06wr@TWA.ca
Toronto Water Authority207 Queens Quay West Toronto, ON M5J 1A7 Canada
Paula Fletcher
al06wr@TWA.ca
Toronto Water Authority207 Queens Quay West Toronto, ON M5J 1A7 Canada
City Counsellor
Paula Fletcher
al06wr@TWA.ca
Toronto Water Authority207 Queens Quay West Toronto, ON M5J 1A7 Canada
City Counsellor
Toronto Water Authority
Paula Fletcher
Toronto Water Authority207 Queens Quay West Toronto, ON M5J 1A7 Canada
City Counsellor
Paula Fletcher
207 Queens Quay West Toronto, ON Suite AM5J 1A7 Canada
T: 905-791-7800F: 905-791-7871
WWW.TWA.CA
City Counsellor
Paula FletcherCity Counsellor
Toronto Water Authority207 Queens Quay West Toronto, ON M5J 1A7T: 905-791-7800F: 905-791-7871TWA.ca
Paula FletcherCity Counsellor
207 Queens Quay West Toronto, ON M5J 1A7T: 905-791-7800F: 905-791-7871TWA.ca
Toronto Water Authority207 Queens Quay West Toronto, ON M5J 1A7T: 905-791-7800F: 905-791-7871TWA.ca
Paula FletcherCity Counsellor
TORONTO WATER AUTHORITY
TORONTO WATER AUTHORITY
TORONTO WATER AUTHORITY
TORONTO WATER AUTHORITY
Lisa FletcherCity Counsellor
207 Queens Quay West Toronto, ON M5J 1A7T: 905-791-7800F: 905-791-7871TWA.ca
TORONTO WATER AUTHORITY
Lisa FletcherCity Counsellor
207 Queens Quay West Toronto, ON M5J 1A7T: 905-791-7800F: 905-791-7871TWA.ca
TORONTO WATER AUTHORITY
207 Queens Quay West. Toronto, ON. Canada. M5J 1A7 TEL 416.791.7800 FAX 416.791.7871 www.twa.ca
Lisa Fisher PRESIDENT
TORONTO WATER AUTHORITY
207 Queens Quay West. Toronto, ON. Canada. M5J 1A7 TEL 416.791.7800 FAX 416.791.7871 www.twa.ca
Lisa Fisher PRESIDENT Lisafisher@twa.ca
TORONTO WATER AUTHORITY
207 Queens Quay West. Toronto, ON. Canada. M5J 1A7 TEL 416.791.7800 FAX 416.791.7871 www.twa.ca
Lisa Fisher PRESIDENT Lisafisher@twa.ca
TORONTO WATER AUTHORITY
Final Business Card
Final Letterhead
TORO
NTO
WAT
ER
AU
TH
OR
ITY
207
Que
ens
Qua
y W
est.
Toro
nto,
ON
. C
anad
a.
Sui
te A
M
5J 1
A7
Final Envelope
Large Scale Vehicle To test the scale of the mark by applying it to a large vehicle appropriate to the utility.
Scale Application
TWA.CA905-791-7800
TORONTO WATER AUTHORITY
TWA.CA905-791-7800
TORONTO
WATER AUTHORITY
TORONTO WATER AUTHORITYTWA.CA
905-791-7800
1:25 Scale Model
1:25 Scale Model
TWA.CA905-791-7800
TORONTO WATER AUTHORITY
TWA.CA905-791-7800
TORONTO
WATER AUTHORITY
TORONTO WATER AUTHORITYTWA.CA
905-791-7800
1:25 Scale Model
Final Large Scale Model
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