Wales and West Fire and Security felt that their name was too long and that, as they grew, it was too geographically limiting. They also recognised that their logo was badly out of date and needed to be replaced. They worked with New Realm Marketing to decide on a new name, and in the end decided to keep the simplified ‘WWFS’ but to drop the full length version.

Once the name was decided, I could begin work on the new look. Originally the brief was to keep the existing black, red and yellow, but I felt that the red cheapened the brand and suggested replacing it with something more subtle (finally settling on a silver/grey).

After I presented four options, the ‘torch’ design was chosen, an image suggestion strength, leadership and protection.

Shown here are the old logo, the new version, business cards, vehicle graphics and stickers for use on fire extinguishers and other equipment.