Westinghouse

Brand Identity, Packaging, Brand Strategy

A brand refresh for the American corporation extends Paul Rand’s iconic logo into a contemporary identity system, complete with custom typeface.

Created by the legendary graphic designer Paul Rand in 1959, the Westinghouse logo is one of the most widely recognized corporate symbols in American history.

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The iconic Westinghouse logo was designed by Paul Rand in 1959 and is still in use today.

Pentagram began by building a new brand manual, drawing inspiration from Rand’s original to create a cohesive identity that pays homage to the legacy of Westinghouse.

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Paul Rand’s original Westinghouse font, left, and Signal Type Foundry’s Field Gothic, right.

Paul Rand’s original Westinghouse font, left, and Signal Type Foundry’s Field Gothic, right.

Westinghouse ads designed by Paul Rand.

Westinghouse ads designed by Paul Rand.

Westinghouse light bulb packaging designed by Paul Rand.

Westinghouse light bulb packaging designed by Paul Rand.

The identity introduces a custom font that updates the characters ‘i’ and ‘g’ to resemble the distinctive typography of Rand’s Westinghouse logo.

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The new custom font Westinghouse Sans features characters inspired by the original logo.

The new custom font Westinghouse Sans.

The new custom font Westinghouse Sans.

The website seamlessly integrates all the new visual elements of the revitalized brand, including the newly designed font, the circles, and the parallel lines, and features a historical timeline.

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ERM

Brand Identity

A nature-inspired brand identity for the largest global sustainability consultancy.

Westinghouse