New Logos for the New Website

Jack Simpson

Head of Marketing and Communications

Clapton is god

John, Web Applications UK’s trusty designer has re-invigorated and re-imagined all of our Product logos. Read on for a sneak peak at the new faces of Traveller, Acumen and the whole family of Web Apps products.

A number of weeks ago, John, immensely dissatisfied with Web Applications’ group of logos, took it upon himself to redesign everything.  After finding out that Web Applications was not in fact going to allow him to redesign our actual office space, he has had to satisfy himself with the less tangible side of things.  John plans to unveil his new creations when the new website goes live, but if you scroll down you’ll see that I’ve jumped the gun. So, what was the motivation behind this overhaul of logos? Well, I believe that John is nihilist, destroying every inch of the old website in order that his new, shinier and more consistent widgets and symbols may rise again from the ashes like a phoenix.  It’s either that or the more boring answer, ‘It was time.’

John has provided a rather complete explanation of the thinking behind his new logos which I plan to represent here as faithfully as possible. First, an overview.

The logos have been created in a ‘3D’ web 2.0 style which corresponds well with a company like Web Apps: up-and-coming, cutting-edge, I.T. Professionalism at its best. With this profile in mind, the logos are intended to be looking ahead, bold, recognisable in their smallest instance and memorable at a glance. The foundation and common principle of each logo is a spherical metallic casing, crafted individually producing a unique window to view the core element of the logo. The metallic casings are symbolic on two levels; they represent unity, unity within the core family of products and unity of craftsmanship and design. The casings also represent security, the core elements of the logo/product are safely packaged inside the metallic casing and also this is a manifestation of the actual performance of the products.


Traveller, Mercury and Acumen, Web Applications’ three most prominent products have each been given windows that help form the first letter of their respective names, T, M, A. Also similar to these logos is the spherical central core which represents global travel, gravity, centricity to business operations. These shared characteristics indicate their importance and shared relationship.


Tracker adopts a compass shaped central core which has obvious ties to its name. Tracker, like a compass, is used to guide people to new places and opportunities, and its corresponding colour seems a close cousin to Forest Green.

Babel uses a balanced pattern of orbiting spheres as its central core theme. The circling spheres represent how with Babel as a core medium Web Applications UK Products communicate with third party applications and gateways. The gravity of Babel keeps everything in a state of equilibrium, properly spaced out and continually in motion.

Looking at the Brease logo you will hopefully notice its fan-shaped core which is a play on its name. Brease is short for Batch Reporting with ease, and is the new Reporting System which will be a breeze to use (ho ho).


Strong colours carefully chosen for each product accord the logos an air of exclusivity, depth and sophistication which will meld well the new Website design and layout. The feathered light bar acts as a divider between the product name and logo in both the portrait and landscape orientations. The font used for all 6 logos is Myriad Pro Regular, which is jaw dropping.

Now a much less major change to John but a relatively important one to me is some punctuation/spelling changes.  Notice Traveller is no longer