Waterman

We designed a custom ‘A’ within the primary logo, a subtle visual cue to the River Farset’s flow, grounding the brand in local narrative while keeping the design minimal and elegant. This logo acts as the hero mark, used across all primary brand applications including menus, signage and online.

To support the primary logo, we created a monogram, a beautifully fluid, single ‘w’ which complements the main brand while offering versatility for smaller or secondary applications. You’ll find it at the bottom of social posts, on uniforms and used as an icon where space is limited. Like the primary logo, it’s designed with simplicity and utility in mind.

We established a clear identity hierarchy, the wordmark leads across all communication, guiding how the brand shows up. The monogram steps in when needed, never competing, always complementing.

To protect the clarity and consistency of the brand, we defined rules around logo placement and spacing. A buffer zone based on the height of the ‘M’ in Waterman ensures the identity remains legible and untangled.

The Waterman’s pared-back colour palette of blues and earth tones is one of its most powerful assets. By keeping it minimal, we’ve shaped a visual language that’s instantly recognisable and full of quiet confidence. Every colour choice, every mark, every spacing rule was intentional, reinforcing authenticity at every touchpoint.