Inland Waterways Association (UK)
by Stephen Churchman @kettlebike
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Founded in 1946, The Inland Waterways Association is a charity working to protect and restore the UK's 6,500 miles of inland waterways.
Also known as the IWA, the association advocates for the waterways ~2000 listed structures & 5 UNESCO world heritage sites. Primarily a volunteer-run charity, it prides itself on representing millions of waterway users by creating dialogue in parliament and local governing bodies.
The IWA helps create community via its magazine WATERWAYS and the famous annual Canalway Cavalcade event in Little Venice, London.
Current IWA identity here: https://www.waterways.org.uk/
The new identity places two equal weight lines in parallel. They denote how humanity and nature approach the channeling of water; one direct - the other, flexible.
In the negative space, a bridge silhouette serves as a testament to the historic structures of the network. At its most literal, the I + W form a simple identification of the association.
7 comments
Nailed it.
Great job! Congrats!
Muy fino! Buen trabajo
Very Strong! So well thought through and executed.
I like the logo overall. Funny enough I keep seeing a Star Wars Storm Trooper mask! Haha. I would like to see some exploration of the wave element carried through to the typography. Perhaps one stem of the “W” can be wavy on the acronym version “IWA”. Nonetheless, it looks approachable, appropriate, and memorable. The posters do a nice job telling the story of the festival through abstract, redacted geometric representations. Again, I would love to see more organic “wavy” visual enemy’s sneak in some how. But overall a great job and 100% better than the existing logo mark. Cheers.
@gallardosbull thank you so much for taking the time to provide feedback; isn't it fascinating what we see in a mark?
LOVE the idea of leveraging the 'wave'. As the identity builds recognition, there would be many opportunities to be more playful with the brand.
This is wholesome! Great presentation as well.
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