Taylor Wimpey plc is a British housebuilding company created on 3 July 2007 from the merger of rivals Taylor Woodrow and George Wimpey.[1] The company’s visual identity is a typographic wordmark that pairs the two surnames in a single lockup, a format that reflects the merged heritage of the two former businesses.
Design and History
The Taylor Wimpey identity was introduced following the July 2007 merger, which combined Taylor Woodrow and George Wimpey into a single housebuilding group.[1] The wordmark itself is a standard character mark, registered as a trademark by Taylor Wimpey Holdings Limited.[2]
In the years after the merger, the brand was managed independently by each of the company’s 23 regional offices, which led to a diluted and disjointed master brand. Head office commissioned Cubiquity Media to take back control of the creative intent, reunify the offices and reinvigorate the brand across all platforms. The agency performed a comprehensive review of every marketing item, then cemented rules for the logo, colour palette and overall look and feel, implementing these guidelines across two distinct styles of marketing collateral (mid-band and prestigious), digital communications and on-site branding.[3]
Later, the agency Bigkid was invited to refresh Taylor Wimpey’s employee brand, a project that expanded into colleague and customer communications across every touch point of the business. The work centred on a “Proud” ethos, described as encapsulating the connection between Taylor Wimpey’s people and their customers through a shared passion for the concept of “home.”[4]
Meaning and Symbolism
Taylor Wimpey’s brand guidelines describe two “brand faces” that share the same colour palette and Pantone colours, used in different proportions with different typefaces and patterns. The guidelines state that the standard face is “a refreshed version of our old brand.”[5] The “Proud” ethos introduced by Bigkid is described as more than mere symbolism, anchoring the brand in local builders, craft and heritage.[4]
Typography and Design
According to the brand guidelines, the two brand faces use the same colour palette and Pantone colours but employ different typefaces and patterns.[5] The registered trademark for “TAYLOR WIMPEY” is a standard character mark, meaning the protection covers the word itself rather than a specific stylised rendering.[2]
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