When you think of engineering, you generally don’t link that visual with good design, however Sid Lee’s rebrand of WSP is exactly that.
WSP is one of the world’s leading professional service firms, providing technical expertise and strategy to the property, transportation and environmental resources industries. With over 36,000 employees in 40 countries around the world, they are a uniquely positioned company.
Sid Lee’s rebrand centres around three brand assets, the new logo, a two-colour palette, and a vertical divide. It’s always interesting to see a brand work so well with such few elements, and in this case, it’s simplicity, paired with it’s perfect art direction and design, means that less is definitely more. The cropped logo is the type of thing that we’ve all tried before, however getting the right combination of letters can be tricky. WSP seems to work perfectly with this treatment, with it’s combination of verticals, diagonals and sweeping curves. The marks balance each other out, working in unison while also operating successfully as individual graphic devices.
The palette is what I consider to be the most striking element of the rebrand. The coral red of the logo is on trend without being too trendy, and it’s complimented with the softest sky-blue. The blue is never used as a vector solid, rather captured through the beautifully shot, supporting photography. Using the sky to fill majority of the image, the graphically framed environmental photographs become incredible strong elements. Matching this, the corporate shots of WSP employees have been cleverly shot through glass or windows - meaning the sky reflects on the glass, giving the images a wonderful blue hue and connecting it to the full image catalogue. Also, employee shots can be super cringe, however Sid Lee have got the balance just right in what’s often a tricky space to manoeuvre.
The last device is where all these elements come together. The logo sits on top of a hero image, with the descender of p becoming a vertical divider, allowing for the cropping of a secondary image. It’s a simple device, but one that works so well in both print and in moving image.
You can see the full rebrand film here, where you can see some of these elements come to life.