The Dawn of a New Era
Our brand is our most valuable asset and acts as our calling card before, during and after every interaction with our stakeholders including customers, team members, shareholders and the community. The Watlow brand does more than simply identify us – it communicates our values, beliefs and personality. But a brand is created from the inside out so before we took another step we needed to look ourselves in the mirror and be honest with ourselves about what we saw.
For over 50 years the Watlow logo has stood for trust and partnership. These attributes of our brand were consistently referenced not only by our customers, and strategic partners but also by our team members. The insights gathered through this time led to the creation of Watlow’s purpose statement. “Enriching lives through inspired innovation” is the statement we arrived at and what drives us each day. We want our technology to improve life for everyone on the planet. You might already be encountering our products everyday in ways you were not aware of. Several examples are included in our “Day in the life” video below.
Once our purpose was clear the rest of our brand work began to fall into place much more easily. Building on our strong position of trust and partnership Watlow’s best in class engineering expertise and leading thermal products enable customers to thrive. Our new logo and tagline, “Powered by Possibility” were designed with this in mind. The Watlow red carries through from our old logo and connects us to our legacy of leading products and service. Gold has also been added to enhance and enrich the color pallet. Our font type face and dynamic W icon have also been modified to incorporate a more modern and progressive look.