We did not look for a logo that behaves like a logo: timeless, hyper-resilient, fixed. We wanted to design a logo that would represent the constant flux of a company that does many different things constantly and that is always ready to embark on something new. Resulting in a logo that is a recognizable, instant symbol of who Westbank is and carrying the elegance, power, iconic value and accessibility of a new type of company: a culture company.
To bring Westbank's fundamental values to life, we created a symbol for their ethos. It needed to be simple yet striking, creative yet ordered, while being sufficiently flexible to work across a diverse canvas of uses and implementations.
The "Winged" marque was born.
The culmination of the rebrand was peaked at its launch even, the 'Fight For Beauty' exhibition in Toronto, Canada, expressing the evolution of the brand and sharing its journey, offering a glimpse into the brand and encapsulating the architecture, artistry, design, fashion and city-building initiatives that have come to define Westbank's practice.
"Inside you will see public art projects undertaken with world-class creatives, architecture from architects who are artists in their own right, fashion by some of the greatest designers in recent history, a custom Fazioli piano designed by an architect to respond to the typology of their building. Each of these works demonstrate in a profound way that a craft practised well, is an art form." — Westbank