2.1 \\
Purpose & History of Our Logo
Our roots date back to 1858 when B.J. Coghlin opened a blacksmith shop in Montreal. Coghlin’s business continued to grow steadily and, in 1954, it acquired its first mobile equipment subsidiary – a manufacturer of portable pressure pumps by Watson Jack & Co. Limited. With that the brand “Wajax” was born.
The red W of our brand logo reflects the original red colour of the first portable pressure pumps and creates a strong visual brand identifier with high recognition at a glance.
2.2 \\
Logo Usage & Formats
Our logo is strong, like our people, who come in every day and face the challenges of running a nation-wide company. It’s direct, like our approach to business. We say what we mean and do what we say. Our word is our bond.
The logo should always be downloaded and never recreated. There are refined characteristics and our logo should always be handled with care.
For the best representation of the logo, please use the appropriate file type to application.
- EPS: All professionally printed applications
- TIF: Professionally printed applications
- JPG: Microsoft programs, online usage
- PNG: Online usage
- GIF: Online usage
CLEAR SPACE:
Always maintain the minimum clear space around the
Wajax logo. The minimum protective space is 1⁄2 x, where x is equal to the height of the primary “W” logo. This space is required around all sides of the logo – including background edges and trims.
2.3 \\
Preferred Logo & Alternative Versions
The preferred version of the logo is the positive version on a white background. This should be used in most cases.
In the event that the logo cannot be produced in red, a reverse option is available. This version should be ideally placed on Wajax corporate colours. Grey and black is also acceptable if needed.
When greyscale is the only printing option, the following black logo can be used.
2.4 \\
Don’ts
Here are some incorrect Wajax logo examples.
2.5 \\
Logo in Application & Placement Priority
Our logo naturally grounds itself to the top right corner. Additionally, we’ve created a containing shape to maximize legibility and presence across applications.
The logo in the container shape should always be downloaded and never recreated. There is a specific clear space and should never be modified.
Section 7.4 outlines some exceptions and variations
CONTAINER DON’TS:
Never move container from either edge or adjust the logo within (size or positioning)
