The challenge
With a corporate structure that has evolved in over 100 years it’s no wonder that WALO’s sub-brands and subsidiaries have different appearances both visually and in terms of content. Now WALO wants to implement a clear brand structure and a consistent visual identity.
The solution
A consistent corporate brand strategy and the corresponding rebranding will convey a uniform system of values and the common vision of the entire corporate group. It will also result in long-term strengthening of the WALO brand.
The WALO Bertschinger AG, founded in Zurich in 1917, is an internationally active building contractor that is being managed in the 4th respectively 5th family generation. With over 2,500 employees the WALO corporate group is active in divisions such as civil and structural engineering, flooring and sport surfaces, dam and landfill construction, real estate development, hydraulic engineering, railroad and road construction.
With a corporate structure that has evolved in over 100 years it’s no wonder that WALO’s sub-brands and subsidiaries present different appearances both visually and in terms of content. In order to enduringly strengthen WALO as a brand we are developing a consistent corporate brand strategy. This is key to a uniform system of values, a common vision, a sharper brand identity and is accompanied by a reworked brand appearance for the entire WALO corporate group.
The new design system is based on the existent square logo. In the images small yellow squares accentuate the exact location where WALO is currently active or has already left its mark – similar to a trademark that they set as a construction company. The WALO accent directs the focus on the constructions and is equally foundation, building block and quality seal.
The iconography of WALO’s logo is being given a gentle makeover and its readability improved by minimal adjustments. It is now also – a must in today’s digital world – responsive.
The new imagery presents monumental impressions both on image and production level. The images celebrate the WALO constructions, putting them into focus and showing facinating angles, enhanced by wide horizons, clear depth definition and large vistas. This effective presentation highlights WALO’s farsighted planning and its methodical approach to challenging projects. Cool and monochromatic colors give WALO’s traditional yellow color a special luminosity.
The image level mainly features bold landscapes and people at close range. On the product level the camera angle widens and shows people at work. The object here is reduction; spaces become very graphic and are defined by the architecture.
The new typography is based on the existent square logo. With its construction-like character it strengthens the WALO fundament and also resembles the logo in type and character. Image communication as well as headlines are always uppercase, additional texts are rendered in the usual capital and small letters. The print media concept and the images therein are also defined by the grid of the square.
Website: walo.ch
