WTW, formerly Willis Towers Watson, is a global advisory, broking and solutions company that rebranded under the three-letter acronym in January 2022. The current identity, designed by brand consultancy Monigle, replaced the full corporate name with a lowercase, interconnected wordmark in a bright purple color the agency describes as “Ultraviolet.”
Design and History
Willis Towers Watson was formed in January 2016 through the merger of Willis Group Holdings and Towers Watson, and traded on Nasdaq under the ticker “WLTW” from that year.[1] On January 10, 2022, the company changed its ticker symbol to “WTW” and simultaneously unveiled a new visual identity built around the shortened name.[1][2] CEO Carl Hess described the change as part of simplifying the company “to increase our agility and effectiveness, as we move forward as a strong and independent WTW.”[1]
The rebrand followed the collapse of a proposed merger with Aon, after which Willis Towers Watson conducted a comprehensive brand and business evaluation.[3] Brand consultancy Monigle was brought in with a four-month timeline from beginning to launch.[4] Monigle’s work on the rebrand won Gold in the best visual identity category at the 2022 Transform Awards.[5]
According to Monigle, the rebrand sought to re-establish WTW’s identity following the failed deal and send a clear signal to the industry.[5] The new logo was described by Transform Awards judges as “clean,” “bold” and “fresh.”[5]
Meaning and Symbolism
Monigle states that “if the old brand was purple, the new brand is Ultraviolet,” describing the bright purple master color as doubling down on the company’s “audacious and fearless identity.”[4][5] The agency says the new logo “brings a unified and bold perspective to life while the supporting visual identity infuses perspective and humanity.”[4]
WTW’s own brand communications describe the new logo as “more modern, bold and optimistic,” noting that the friendly lowercase letters give it more personality and that the interconnected letters represent the company’s close links with its clients and its overall commitment as WTW.[6]
The company celebrated the new name and ticker symbol with a Nasdaq market opening ceremony on January 25, 2022, with Hess noting that WTW represents “a celebration of our rich history and the promise of our unified future as one WTW.”[7]
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