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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


Rebranding of TWA  

Toronto Water Authority