case study

R.W. Electric Brand Development

This local business grew to become Eastern Ontario’s most recognized electrical contractor, providing hundreds of industrial, commercial, institutional and residential customers with a range of professional and electric related services. The goal was to create a new brand identity that looked contemporary and remain relevant for years to come. The logo needed to be simple in design and highlight their primary services at a glance and was to be displayed on everything from standard collateral to signage to company vehicles.

For this brand, a simple graphical approach was the key, as was making use of negative space to complete the idea and shape. Given the nature of the business, a stylized lightbulb graphic was developed, with the majority of the shape implied rather than explicitly drawn. This graphic was supported by a strong, clean typeface and a 3-colour palette to complete the brand identity. The new brand was well received and was prominently featured across various mediums. To this day, R.W. Electric continues to use this logo and brand to represent their business.

This logo was among the first I’d made when starting out as a designer working at an agency. Having this concept selected by the client was a big deal at the time, as it was now my responsibility to create something they would be proud of, and that would be put on signage and vehicles. Every time I drive by it; I’m humbled that they chose to stick with a brand that I designed.