Steve Goodwin — Graphic Designer
SELECTED WORK / 03
WHA.
A new identity for a united industry.
Water Dispenser & Hydration Association
Logo Design / Visual Identity / Brand Application
When two established trade associations came together to form the Water Dispenser & Hydration Association (WHA), the new organisation needed an identity that represented its combined membership and shared purpose.
Having previously worked with one of the associations, EDWCA, I developed an alternative logo concept. Although the original design commission had been awarded elsewhere, my proposal was ultimately selected as the new association's identity.
The project centred on creating a distinctive symbol that could work across a wide range of applications, from small-scale reproduction to more prominent marketing material.
THE SELECTED LOGO
01 / THE IDEA
Bringing two organisations together.
The design uses interlocking water droplets to represent the coming together of businesses within the water dispenser industry.
The symbol provides an immediate connection with water while expressing the association's role in bringing its members together under one identity.
The aim was to create something recognisable and distinctive without unnecessary complexity.
02 / THE DESIGN
One identity. Different applications.
A successful logo needs to work in more than one situation.
For WHA, I developed alternative configurations to accommodate different formats and available spaces, including wider and taller arrangements, along with versions incorporating the association's full name.
This flexibility allows the identity to remain consistent whether it's reproduced at a small size or used in a more prominent setting.
The symbol, typography and colour work together to give the association a clear and recognisable visual identity.
WHA / Wider, taller and full-name configurations
03 / IN PRACTICE
Taking the identity beyond the logo.
To demonstrate how the new branding could be applied, I also produced an advertisement introducing the association.
This provided an opportunity to show the identity working as part of a larger piece of communication, rather than simply as an isolated logo.
The advertisement helped establish how the new branding could be presented consistently in future communications.
Advertisement introducing the new association
04 / THE OUTCOME
A recognisable identity with room to adapt.
The selected design gave the newly formed association a unified visual identity, with a recognisable symbol and practical variations for different applications.
For me, the project demonstrates an important principle of identity design: a logo needs to be more than an attractive graphic. It must communicate an idea and remain effective wherever it is used.
Looking for an identity that works for your business?
From new logos to the development of a complete visual identity, I can help create branding that is distinctive, practical and appropriate for your business.
Let's discuss your project.