The existing Women@ logo has tremendous recognition and positive association. I decided to work with that popularity by breaking down the wordmark into abstract forms.
When these abstractions were simplified we found that many became recognisable icons in their own right, aligning to the brand goals of diversity, openness and voice.
The shapes could also be blown up, creating interesting compositions and layouts, whilst cutting through a noisy workplace of posters and announcements.
The palette chosen subtly reflects the famous Rosie the Riveter poster from the second World War, without being a direct homage.
Swag, of course. Everybody loves swag.