We understand that each brand Wajax acquires has their own unique brand personality, structure, and is important to those who work with the brand. With that in mind, our aim with brand acquisitions is to respect the acquired brand while moving through phases* that will eventually bring the brand completely into the Wajax fold.
Phase 1: Acquired brand is strong and needs to maintain trademark. And/or products/services need to operate outside of core brand/Wajax due to potential vendor/channel conflicts.
Phase 2: Equity in acquired brand in order to maintain it and create ease in the transition.
Phase 3: Maintain a dual brand structure with an overt and distinct link to the core brand/Wajax.
Phase 4: Products/services of acquired brand are ready to transition to the core brand/Wajax.
*Timing of transition between phases will depend on the acquired brand’s equity score which will include: brand history/legacy, customer perception, products/services influenced by customer, the need to differentiate from core, brand Goodwill (financial) and operational impact.
Dual Logos Application
The dual logo should be placed in the top right corner for majority of branded collateral.
For signage, please contact the marketing team at marketing@wajax.com.
For smaller spaces, a stacked version of the dual logo is permitted.
For additional guidance on logo spacing, usage and formats please visit the Wajax Logo page.