Wework is a New York City company founded in 2010 by Adam Neumann and MIgel Mckelvey. WeWork provides shared workspaces for entrepreneurs, small startups, and freelancers. WeWork is ranked no. 3 on CNBC’s 2017 Top 50 Disruptor list. The company has a valuation of $18 billion.
Over 100,000 people in 65 major US cities and 44 international cities utilize WeWork’s shared office space.
The logo is black and the two “w” letters are lowercased. Black conveys authority, power badness, sophistication and elegance.
This forces the two “w” letters to work together and equally share their own space in the logo—exactly like the entrepreneurs that share workspaces through the company.
Why was “we” and “work” chosen for the brand name? We represents a community, inclusion, sharing, and team. Work represents how each member of that community serves their customers, through their own unique talents and skills.
The wordmark is very distinctive. As the company continue to grow and acquire new workspaces, the brand awareness will continue to increase exponentially.
It can fit a variety of formats because of its traditional feel. We can stamp it onto a mug or onto an expensive office door. It belongs.
The font used is a bold Garamond Serial -- an old-style serif typeface. This gives the logo an elegant feel, just like the workspaces of the company. The serifs on each letter have their own personality, like the many workers in WeWork’s buildings. It is professional, and timeless.
The logo is a wordmark and not a symbol. The company does not need a symbol because the wordmark is seen repeatedly throughout every one of its locations.
Notice the repetition used in the “w” and “w” letters. They are exactly the same with matching interconnected lines at the top. Repetition builds brand memory and recognition amongst consumers.
This logo is powered by an elegant simplicity that symbolizes the brand purpose: bring entrepreneurs together to share workspaces and create a flourishing, low-cost work environment in the process.
Timeless font, a repetitive sound represented by closely nestled letters, and an instantly recognizable wordmark make this logo iconic and striking.
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