Toronto Water Authority
PROCESS BOOK
Toronto Water Authority
Objective To explore corporate communication and brand identity for product & service driven companies.
a. b. c. d. e. f.
Identify & Describe Anatomy Of Signification Deconstruct And Critique Existing Systems Of Visual Language Generate, Refine And Isolate Meaningful Visual Form Generate Concepts For Systematic Communication Generate Systems Of Type, Image, Colour And Visual Form Exploit 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
Table of Contents
Project One Project Two Project Three Project Four Project Five
Table of Contents
Experience & Form Precedent Study & Visual Audit Reduce & Refine Application & Production Scale Application
Experience & Form
Visual Explorations
To become familiar with assigned utility by exploring water with no limit to how the visual form is generated.
Dew
Shower
Sog
Swell Resonate
Stream Squirt Surge
Dehydrate
Pour Soak
Weep Transparent Evaporate Splash
Catch
Reflect
Shiver
Trickle Mist
Immerse
Sprinkle
Drip
Rain
Drizzle Spill
Run
Vibrate Ripple
Fog
Gurgle
Tide
Spray Condensate
Splatter Bubble Seep Flow Pressure Steam Gush Wave Damp Bleed Leak Quiver Soak Moist
Water in its Natural State
Experience & Form: Natural State
Water and Medium
Experience & Form: Water & Medium
Precedent Study and Visual Audit
Visual Research & Graphic Identities
To broaden our context by concentrating on looking. Identify aspects of form and language to help refine a graphic identity.
1
5
2
6
3
7
4
8
Australia Water Association Promotes sustainable water management through collaboration, and professional management
Thames Water Utility UK’s largest water and wastewater services. Ensures drinking water at its best quality. Remove and treat 2,800 litres of sewage.
American Water Works Association Chlorination and other techniques. Focus on much need water supply and treatment issues. Provide safe drinking water and sanitation.
1 2
Australia Water Association Thames Water Utility
3 4
American Water Works Association Golden State Water Company
5
Conserve Florida Water Clearinghouse
6
Water Quality Association
7 8
Water Environment Federation Water Mains
Golden State Water Company Outlines ways to maintain water quality, strengthen water conservation eddorts, assist low-income customers, and set rates that balance investment conservation and affordability
Conserve Florida Water Clearinghouse Collect, analyze and make available reliable information and technical assistance to public water supply utilities.
Water Quality Association A 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 training for water quality students.
Water Mains Water services supplier for utility operations and sterilization.
Precedent Study & Visual Audit
Reduce & Refine
Identifying Language & Mark Explorations
To generate specific, bold, representational graphic form that communicates in a clear and concise manner, Toronto Water Authority
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.
C M Y K
100 00 00 00
C M Y K
100 90 29 17
C M Y K
100 100 100 100
C M Y K
59 05 00 00
C M Y K
100 75 15 30
C M Y K
100 100 25 25
C M Y K
20 00 00 00
C M Y K
100 75 15 15
C M Y K
100 95 05 00
C M Y K
20 03 03 00
C M Y K
100 35 00 40
C M Y K
00 00 00 00
Exploring the different depths of blue. Whether muted to eccentric, shallow or deep.
Logo Colour Palette
Type Exploration
TORONTO WATER AUTHORITY
A Merging of three graphic forms fused into one to create the final logo for Toronto Water Authority.
TORONTO WATER AUTHORITY
Final Graphic Mark
Application & Production
Print Application
To test the mark’s formal strength through application consisting of a Business Card, Letterhead and No. 2 Envelope.
Toronto Water Authority 207 Queens Quay West Toronto, ON Suite A M5J 1A7 Canada
Paula Fletcher City Counsellor al06wr@TWA.ca
T: 905-791-7800 F: 905-791-7871
Paula Fletcher
Toronto Water Authority 207 Queens Quay West Toronto, ON M5J 1A7 Canada
al06wr@TWA.ca
Paula Fletcher City Counsellor
Toronto Water Authority 207 Queens Quay West Toronto, ON M5J 1A7 Canada
Paula Fletcher City Counsellor
Toronto Water Authority 207 Queens Quay West Toronto, ON M5J 1A7 Canada al06wr@TWA.ca
City Counsellor
Paula Fletcher Toronto Water Authority
Toronto Water Authority 207 Queens Quay West Toronto, ON M5J 1A7 Canada al06wr@TWA.ca
City Counsellor
Paula Fletcher 207 Queens Quay West Toronto, ON Suite A M5J 1A7 Canada
TORONTO WATER AUTHORITY
T: 905-791-7800 F: 905-791-7871 WWW.TWA.CA
TORONTO WATER AUTHORITY
Toronto Water Authority
Paula Fletcher
City Counsellor
207 Queens Quay West Toronto, ON M5J 1A7 T: 905-791-7800 F: 905-791-7871 TWA.ca
TORONTO WATER AUTHORITY
207 Queens Quay West Toronto, ON M5J 1A7
Paula Fletcher
City Counsellor
T: 905-791-7800 F: 905-791-7871 TWA.ca
Toronto Water Authority 207 Queens Quay West Toronto, ON M5J 1A7
TORONTO WATER AUTHORITY
Paula Fletcher City Counsellor
T: 905-791-7800 F: 905-791-7871 TWA.ca
TORONTO WATER AUTHORITY
207 Queens Quay West Toronto, ON M5J 1A7
Lisa Fletcher City Counsellor
T: 905-791-7800 F: 905-791-7871 TWA.ca
TORONTO WATER AUTHORITY
207 Queens Quay West Toronto, ON M5J 1A7
Lisa Fletcher City Counsellor
T: 905-791-7800 F: 905-791-7871 TWA.ca
TORONTO WATER AUTHORITY Lisa Fisher PRESIDENT 207 Queens Quay West. Toronto, ON. Canada. M5J 1A7 TEL 416.791.7800 FAX 416.791.7871 www.twa.ca
TORONTO WATER AUTHORITY
Lisa Fisher PRESIDENT Lisafisher@twa.ca
207 Queens Quay West. Toronto, ON. Canada. M5J 1A7 TEL 416.791.7800 FAX 416.791.7871 www.twa.ca
TORONTO WATER AUTHORITY
Lisa Fisher PRESIDENT Lisafisher@twa.ca
207 Queens Quay West. Toronto, ON. Canada. M5J 1A7 TEL 416.791.7800 FAX 416.791.7871 www.twa.ca
Final Business Card
Final Letterhead
Final Envelope
Suite A M5J 1A7
Toronto, ON. Canada.
207 Queens Quay West.
TORONTO WATER AUTHORITY
Scale Application
Large Scale Vehicle
To test the scale of the mark by applying it to a large vehicle appropriate to the utility.
TORONTO WATER AUTHORITY
TWA.CA
905-791-7800
1:25 Scale Model
1:25 Scale Model
TORONTO WATER AUTHORITY
TWA.CA
905-791-7800
TWA.CA 905-791-7800
Final Large Scale Model
TORONTO WATER AUTHORITY