The world’s oldest, Willis Towers Watson Public Limited Company, a brokerage venture that has existed since 1828, recently unveiled its new identity, created in its current form in 2015 by the merger of Britain’s Willis Group Holdings plc and America’s Towers Watson & Co. Further expansion of the structure required significant changes in strategy and plans, which needed to be reflected through a new visualization. But time was of the essence in this matter, as the international company’s rebranding had to be completed as quickly as possible. Today’s environment dictated this; implementing external changes using traditional techniques with a delayed process to consider hundreds of different options is “death. The effectiveness of modern branding for a large international company of this type, with more than 200 years of history, requires the ability to recognize opportunities and seize the moment quickly. Studio Monigle met this challenge and presented a new look for WTW in just 100 days.
The success was due to the brand’s and artists’ desire for quick, focused, and confident decision-making, which ensured the result in less than four months. The many years of change the brand experienced through its mergers and acquisitions required a rapid restoration of its self-identity, enabling it to boldly and accurately define and showcase its promising future. Beginning with the development of a new strategy, the designers immediately set about creating a logo that would activate employees quickly and send a clear signal to the entire industry.
The new identity was based on a modern, minimalist style, through which concise visual communication of the brand’s self-presentation was created. The new logo demonstrates the company’s boldness, clarity, and its desire to be an important connector for each of its clients. The brief was based on the high level of intelligence, experience, and relationships that the company has always prided itself on. In doing so, it provided a detailed demonstration of how an industry leader can rethink how branding can enhance its strengths, setting the course for a promising future as a renewed, unified company, WTW.
The company’s updated signature color is ultraviolet, which not only supports but also doubles down on its fearless, dynamic, no-limits spirit. The logo brings a unified, bold perspective to the visualization, infusing it with humanity and conveying an important message about the beginning of a new era in the company’s development.