IWA rebrand

Representing 6,500 miles of Britain's rivers and canals

Founded in 1946, the Inland Waterways Association has worked non-stop to protect and restore the country’s 6,500 miles of canals and rivers. Comprised of a huge variety of sub-organisations, members and volunteers, IWA needed a strong, consistent brand to unify people behind their cause. Equally, it was essential that the new brand do justice to the contrasts and diversity within the organisation.

Logo design

The brief to Hatched was to conduct a thorough brand review, creating a solid foundation for the brand strategy to build upon, and from this craft a comprehensive visual identity.


Brand workshops with IWA

Setting the course

When creating a visual identity for IWA, we wanted to ensure that the diverse world of the waterways was represented; the joy of life and leisure upon the water; the human ingenuity and hard graft involved in creating and maintaining them; the wonderful range of wildlife they support. And at the core of all this, the members and volunteers that are the force driving the action. Therefore, we opted for a boat’s propeller to symbolise the momentum, driven by a central core to represent the heart that drives everything.


The four elements of the logo

Representing the diversity of the waterways

When creating a visual identity for IWA, we wanted to ensure that the diverse world of the waterways was represented; the joy of life and leisure upon the water; the human ingenuity and hard graft involved in creating and maintaining them; the wonderful range of wildlife they support. And at the core of all this, the members and volunteers that are the force driving the action. Therefore, we opted for a boat’s propeller to symbolise the momentum, driven by a central core to represent the heart that drives everything.

As well as featuring in the logo, the trio of patterns, which we developed to represent three core sides of IWA, form a central part of the brand look-and-feel – adding instant recognisability to all collateral. The blue wave, green leaf and red brickwork can both work together or stand alone, to create a flexible and instantly recognisable brand look-and-feel.

Results

The result was a bold and unique brand that IWA can stand proudly behind.

"Hatched brought a collaborative approach and intelligent, creative thinking to our rebrand project. They spent a lot of time getting to know the nuances of our charity and created a brand that resonates with our members and brought our sub-brands under one umbrella."

Alicen Stenner, Marketing Manager at IWA

See more work