NEW

BR AND new NAME ...

SAME
SAME creative COLLECTIVE
W Design Co. is an award-winning,
full-serice creative house based in
Waterloo. We develop a diverse range
of strategic solutions including brand
identity, art direction, packaging and
interactive design.
W
O
OUR WORTH

As a creative collective, fueled by

integrity, passion and transparency
we consistently deliver purposeful,
functional solutions that result in
our client’s WOW.
Brand
Anatomy

1
The W
Monogram STRATEGY DESIGN

At the centre of the identity is

the W icon which embodies all
company worth, promises and ESTABLISHED WOW
foundations.

No matter which way the 6

triangles point, they always point
in the right direction. RESOURCEFUL FUNCTIONAL

STORYTELLERS INTEGRITY

W DESIGN Co
IDENTITY GUIDELINES / VERSION 1.0 (As of August 2023) 1
Primary
Logo

MINIMUM SIZE

72pt x 72pt
CLEAR SPACE

108pt x 108pt
Logo
Clear Space

Clear space is equivalent to one

triangle. The height and width of
one trianle is a perfect square.

the minimum size of one triangle

is .125 pt x .125 pt.
Linear
Logo

MINIMUM SIZE

23pt x 109pt
CLEAR SPACE

143pt x 57pt
Colour FULL
LOGO
W
ICON
W
ICON
W
ICON
W
ICON
W
ICON
FULL LOGO +
W ICON

Palette
HEX HEX HEX HEX HEX HEX HEX
003057 00ADEF FF9E18 76BC21 691F74 D6006D FFFFFF

PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE

540 100% CYAN 1375 368 2613 226 100% BLACK

CMYK CMYK CMYK CMYK CMYK CMYK CMYK

100 85 39 34 100 0 0 0 0 45 100 0 60 2 100 0 71 100 20 7 12 100 30 0 0 0 0 100

RGB RGB RGB RGB RGB RGB RGB

00 48 87 00 174 239 01 001 52 01 001 52 01 001 52 01 001 52 FF FF FF

75% 75% 75% 75% 75% 85%

50% 50% 50% 50% 50% 30%

30% 30% 30% 30% 30% 10%

W DESIGN Co
IDENTITY GUIDELINES / VERSION 1.0 (As of August 2023) 1
Colour
Combos
Type
Combo GIBSON
Gibson is a sturdy contemporary humanist sans serif
family that fits any design application. Gibson is confident,
clear and bold. Gibson is to be used in all marketing and
design communication.

IvyPresto Display
The decorative display typeface is to be used sparingly,
specifically for introduction text or to add emphsis
to single, descriptive words that reinforce or level-up
the message.
EYEBROW CATEGORY
GIBSON SemiBold
SIZE: 12 / 24 TRACK: 50

HEADLINE
IvyPresto Display Italic
W Design Co. is an award-winning, full
SIZE: 23 / 30 TRACK: 25
serice creative house based in Waterloo.
We develop a diverse range of strategic
solutions including brand identity, art
direction, packaging and interactive design.
LEAD As a creative collective, fueled by integrity, passion and
GIBSON Regular
Size: 16 / 20 TRACK: 25
transparency we consistently deliver purposeful, functional
solutions that result in our client’s WOW.
BODY W Design Co. is an award-winning, fullserice creative house based in Waterloo. We develop
GIBSON Book a diverse range of strategic solutions including brand identity, art direction, packaging and
Size: 10 / 14 TRACK: 25 interactive design. As a creative collective, fueled by integrity, passion and transparency we
consistently deliver purposeful, functional solutions that result in our client’s WOW.

CTA
GIBSON SemiBold
BUT TO N S T Y LE
Size: 12 TRACK: 75
Type SEPARATORS

Details Always use a Gibson / (backslash) with three spaces before and after, as the
separator between a list of important information, descriptor or category words.

HOME / ABOUT / SERVICES / CONTACT

EMPHASIS

Always use Gibson as the primary typeface allowing Ivy to isolate emphasis and
contrast on strong adjectives or importance driving home a sharp point.
As a creative collective, fueled by integrity, passion and transparency we consistently deliver
purposeful, functional solutions that result in our client’s WOW.

W Design Co.

Depending on the application, always type

W Design Co. / WDesignCo.

NOT
W DESIGN CO. / WDESIGNCO / W DESIGNCo. / W Design Co
Instagram
REFINED CON trast

CL VER ANGLES
E
Website
In-House
Collateral
1 WHO WE ARE
OUR WORTH / OUR WORDS

2 DESIGN PRINCIPLES

3 BRAND ANATOMY
LOGO / COLOUR PALETTE / JUST OUR TYPE

4 INSTAGRAM

5 WEBSITE

6 IN-HOUSE COLLATERAL
Identity + Design
Brand Guide