“Water Under the Bridge”
“Canal & River Trust was launched on 12 July 2012, taking over the guardianship of British Waterways (the previous government-owned operator) canals, rivers reservoirs and docks in England and Wales. These waterways are free to access and open to all, every day of the year. The Trust works with its partners and volunteers to care for these canals and rivers, making sure they are used and enjoyed and that there is a place for everyone.” (Wikipedia)
Studio Blackburn (London, UK)
The studio has designed a circular symbol for the organisation’s new logo, which fades off into stripes further down. This aims to represent the reflection of a bridge on a canal, as well as water ripples, says Paul Blackburn, founder at the studio. It replaces a logo consisting of a swan swimming on a canal underneath a bridge.
Blackburn adds that the new logo aims to represent the idea of “transition” – moving from “the old to the new”, while retaining the bridge element of the previous logo.
“The shape now also represents a rising sun, unity and togetherness, as well as the reflections of water,” he says.
Images (opinion after)
The old logo was fine, with a good rendition of a swan swimming in a canal under a bridge and it had a nice wordmark. If there was any fault to it, perhaps it was that maybe it looked like a swan conservation charity as opposed to one devoted to the maintenance and improvement of the physical waterways and the way they influence people. The new logo has a fantastic icon that doubles as a bridge and a sun reflecting on a body of water. The execution is done in a way that would make Saul Bass proud. I love how old school this is in its rendering of the reflection. The there’s-that-blue-again blue I think works well in this case to make the identity feel almost like a city service. The wordmark is fine, not much to remark on. The applications are not as strong as the logo unfortunately; the wavy pattern is okay but it feels like it belongs in another project and the type, all in the same kind of weight and size, comes across a little monotonous. Overall, great new logo, so-so applications.