The Westinghouse logo is a circular mark containing a stylized “W” formed by connecting lines and dots, created by graphic designer Paul Rand in 1959 for Westinghouse Electric Corporation. Rand was commissioned by architect and industrial designer Eliot Noyes, who was consulting for Westinghouse at the time and had previously collaborated with Rand on IBM’s identity. The mark remains in use today and is widely recognized as one of the most iconic corporate symbols in American history. [1]
Design and History
Paul Rand was commissioned to create a visual identity for Westinghouse Electric in 1959, according to the Paul Rand Papers at Yale University’s Archives. The archive documents Rand’s artistic process and development of the circle “W” logo, as well as his implementation of a corporate design program with a Graphics Identification Manual and guidelines. [2]
In 1960, architect and product designer Eliot Noyes was appointed Westinghouse’s design consultant. As part of the team, he hired his trusted collaborators from IBM, where he also consulted, including Paul Rand and Charles Eames. [3] Rand’s corporate identity for Westinghouse, introduced in 1960, features a stylized letter “W” that also resembles an electrical outlet. [4]
The logo replaced earlier iterations of the Westinghouse mark. Rand’s modernized version was introduced in 1959/1960, and all elements he introduced, from Westinghouse’s proprietary blue to its custom sans serif typeface, were strictly monitored to avoid deviation. [3]
In the summer of 2021, James Cline Jr., along with a group of private investors, acquired the Westinghouse brand. Cline hired Kevin Drain as the new brand director, who reached out to Pentagram to create new brand standards that would appeal to a younger demographic and revitalize the brand. [1] Pentagram, led by partner Paula Scher, built a new brand manual drawing inspiration from Rand’s original Westinghouse Graphics Identification Manual from the early 1960s. The logo itself was retained. [3]
Meaning and Symbolism
Rand’s design features a stylized “W” formed by connecting lines and dots resembling a circuit board, which captured the company’s forward-thinking and innovative spirit. [1] The mark was alternately referred to as the “clown face,” “royal crown,” “circuit W,” or “electronic schematic.” [3]
Rand often used circles throughout his original Westinghouse identity, suggesting lights on a circuit board, although he was always coy about admitting to outside interpretations, preferring to leave it to the viewer. [3]
Typography and Design
Rand developed a proprietary gothic typeface for Westinghouse, which needed to be redrawn and programmed for modern use. [3] A year after introducing the “W” trademark, Rand developed the Westinghouse Gothic typeface to be used on signs, packaging, advertising, and other corporate ephemera. [5]
During the 2021 refresh, the Pentagram team received a mailer from Signal Type Foundry featuring a typeface inspired by Rand’s Westinghouse Gothic. Working with Signal, Pentagram’s designers manipulated the characters “i” and “g” to resemble the Westinghouse logo, creating a new bespoke typeface called Westinghouse Sans. [1]
Westinghouse’s official brand guidelines specify that the only acceptable colors for the identity are Westinghouse blue, white, and black. In lieu of Westinghouse blue, Pantone 285 (Blue) may be used, as shown in the current edition of the Pantone Color Formula Guide. [6]
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