New look is visual symbol of WTC’s mission

Ideas. Connections. Jobs. Three simple but powerful words that symbolize the path that the Washington Technology Center (WTC) is undertaking on behalf of the state’s technology industries. The WTC is a statewide organization that leads public and private efforts that focus state, federal and private resources to enhance Washington’s economy. WTC works to spark ideas, form connections between people and resources, and foster job growth to position Washington as a national technology leader.

To better speak to this mission, the WTC recently took on the task of developing a new brand that would more closely align with its goals as an organization.

“Although our previous logo was somewhat representative of Washington’s history, the new brand represents our future,” says Kim Heuss, Director of Marketing and Communications for the Washington Technology Center. “We wanted a look and feel that complemented our mission and values, and visually represented our role as the state agency responsible for positioning innovation and technology as a vital driver of the state’s economy,” says Heuss.

To develop this new identity, WTC conducted research analysis and evaluation to see how the organization was perceived by stakeholders. The organization went through a comprehensive branding process that included focus groups, agency support, brand development, board input, and customer impression feedback. From this exercise, the agency set about developing a new brand that would speak to its leadership role in Washington’s technology economy.

The result was a bold, contemporary mark that has become a visual icon for the organization’s core values: innovation, leadership, outcome driven, respect, and determination.

“We’re really pleased with the results,” Heuss states. “What we achieved is a brand that graphically mirrors our actions as an organization.”