A new Corporate Design for CWS, 2019


How can we create a symbol for a brand, which has a tradition that goes back over a hundred years while it is growing strongly and embracing the future? By rethinking meanings and abandoning a classic logo.

New structures and new meanings

These are times of change for CWS. The company has completely repositioned itself, new lines of business have been added. In the future, the brand will be less product- and more service-orientated.

With such a fundamental strategic realignment, even established structures in the company must be questioned and rethought. For this reason, we initially revised the brand architecture – making it clearer and simpler by combining the many different brands in six solution areas under one umbrella brand.

At the same time, we filled the company’s name with new meaning to reflect the new brand purpose. The claim now translates the letters CWS transparently into the experience the brand and its solutions stand for: “Clean. Well. Safe”.

A liquid logo for forward-thinkers

To create a Corporate Design which fits the foresighted thinking of the company, we have decided to completely overboard a classic logo and corporate design – and instead create a design principle that is infinitely scalable and changeable without ever losing its recognizability: a liquid logo – to improve our health and wellbeing.

Read more about CWS’s rebranding on W&V online