PRIMARY + SECONDARY LOGOS

Water STP is a Canadian water research group that is gaining a lot of traction and prestige in their field due to innovative solutions, media coverage, partnerships, and heavy research. Water STP needs a brand image that captures innovation, top-of-field, and a focus in Canadian water research. I created a brand image that is confident and creative, and at the same time collaborative and professional.

The Water STP brand is inspired by the core of what they are about: water. This is showcased by a water drop being bold and center as the logo mark. The water drop is designed with a discontinuous outline to achieve a “techy” style. Inside the drop are buildings that represent both municipalities as well as bar graphs.

The design is clean and works in various sizes and mediums for optimal versatility. The abbreviated Water STP logo is designed to supplement the high-tech and forward-thinking nature of the brand. The horizontal logo is designed for horizontal spaces like the website menu.

Overall, the primary and alternate logos convey an innovative and professional feel that gives the impression of a top-of-field research group with a promising future.

TYPOGRAPHY

Balancing a collaborative feel with a research innovative feel requires a harmonious blend of a bold, condensed sans-serif and rounded edges. The successful spirit of Water STP comes to life with the “Water STP” text in all caps, in blue, and in the Oswald font with customized edges. The inside of the letter “A” carries a water droplet shape, further rounding out what would otherwise be a harsh, condensed font. “Science, Technology and Policy Group” is tucked under “Water” in an easier to read condensed sans-serif font, named Alternate Gothic.

COLOR

The primary color of the color palette is Deep Blue. The color palette continues outside of the logo with white, black, and Sky Blue. Black is used for text, white and Sky Blue are used for backgrounds; moreover, Sky Blue is used for decorative objects and the tagline. The colors work together harmoniously, especially in marketing collateral and presentations the Water STP needs.

APPLICATION

Water STP pivots direction from competitors and partners by bringing a fresh and creative take on the carefully curated water drop. Alone, this embodies the philosophy of Water STP and the well-deserved traction it is gaining in the water research field. Through this application, you can envision how the color, type, brand mark, and logo all come together as a cohesive brand. These images are only mockups to help you imagine the brand in context.

Together, the brand elements I designed for Water STP feature a versatile brand that will make big impressions and become more memorable from a sea of competitors. The design is attractive to the Water STP target market; furthermore, it supplements the positive and promising reputation of Water STP, correlating the logo in a positive light with its reputation.