rebranding of twa

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

[email protected]

Toronto Water Authority207 Queens Quay West Toronto, ON Suite A M5J 1A7 Canada

T: 905-791-7800F: 905-791-7871

Paula [email protected]

Toronto Water Authority207 Queens Quay West Toronto, ON M5J 1A7 Canada

Paula Fletcher

[email protected]


City Counsellor

Paula Fletcher

[email protected]


City Counsellor

Toronto Water Authority

Paula Fletcher


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


Toronto Water Authority207 Queens Quay West Toronto, ON M5J 1A7T: 905-791-7800F: 905-791-7871TWA.ca


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






Lisa FletcherCity Counsellor



Lisa FletcherCity Counsellor



207 Queens Quay West. Toronto, ON. Canada. M5J 1A7 TEL 416.791.7800 FAX 416.791.7871 www.twa.ca

Lisa Fisher PRESIDENT



Lisa Fisher PRESIDENT [email protected]



Lisa Fisher PRESIDENT [email protected]


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


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


TWA.CA905-791-7800

TORONTO

WATER AUTHORITY

TORONTO WATER AUTHORITYTWA.CA

905-791-7800

1:25 Scale Model

Final Large Scale Model

rebranding of twa

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