Case Study: Westinghouse modernizes its iconic brand identity with Pentagram

Westinghouse refreshes its brand with Pentagram, honoring a 1959 logo and 1886 legacy

The customer Westinghouse, an American industrial corporation, faced the challenge of revitalizing its brand to appeal to a younger demographic. Its existing identity was outdated and inconsistent across divisions, making it difficult to stand out from competitors despite its iconic Paul Rand-designed logo. The vendor Pentagram was engaged to create new brand standards and a cohesive identity system.

Pentagram developed a comprehensive solution that respectfully extended Paul Rand’s original identity. This included creating a custom typeface, Westinghouse Sans, and reintroducing key visual motifs like circles and parallel lines from the Rand system into a new brand manual, packaging, and a unified website. The result was a modernized and cohesive brand identity that honored the company's legacy while making it relevant for a new era, successfully bridging its storied history with a contemporary market presence.

Westinghouse