Wates Group is a UK-based, family-owned construction, development and property services company, established in 1897 and now in its fourth generation of family ownership [1]. The company’s visual identity has undergone two significant documented refreshes in the past decade, moving from a graph paper-inspired mark to a green canopy graphic, and later to a refined identity developed around a new corporate purpose.
Design and History
In June 2015, Wates unveiled a new corporate logo as part of a strategic growth plan to double turnover to £2bn. The refresh, the first in over ten years, replaced the old graph paper logo with a green canopy graphic placed above the Wates name [2]. The previous mark was described as a group logo of nine squares [2].
The 2015 logo was created following extensive research with customers and employees and was gradually introduced on site hoardings and marketing collateral [3]. At the time, CEO Andrew Davies said the company had “modernised and refined the brand mark to create a bolder, more dynamic image that is representative of the strength and values for which Wates is renowned” [4].
In 2024, Wates launched a new purpose, “reimagining places for people to thrive,” in its 127th year of business [5]. The brand consultancy The Frameworks was engaged to define and amplify this purpose and to refresh the visual identity [6].
Meaning and Symbolism
The Frameworks describes introducing a “Wates flourish” as part of the refreshed identity, which “represents forward momentum and symbolises Wates’ integral role in the built environment” [6]. The consultancy also noted that the refreshed visual identity was intended as “a more sophisticated and meaningful expression of the company’s history and purpose” [6].
Typography and Design
As part of the 2024 refresh, The Frameworks reported that typography was “softened and updated, improving legibility and introducing an elegant complementary serif as a nod to the heritage” [6]. The colour palette was also refined, with “more harmonious secondary shades” introduced for versatility [6].
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