Logo
In 2004, Bridgewater commissioned the branding firm Lang Durham to create our current logo. The firm chose Handel Gothic as the logotype.
The geometric sans-serif typeface — designed in the mid-1960s by American designer and typographer Donald J. Handel — conveys a futuristic feel. The modern, streamline letterforms are paired with a handmade curved brush stroke presenting a dynamic, energetic design.
The geometric sans-serif typeface — designed in the mid-1960s by American designer and typographer Donald J. Handel — conveys a futuristic feel. The modern, streamline letterforms are paired with a handmade curved brush stroke presenting a dynamic, energetic design.
Bridgewater Logo Alternates
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Black VariantWhen the primary logo cannot be used, you may use the black variant of the Bridgewater logo against a light background -
White VariantWhen the primary logo cannot be used, you may use the white variant of the Bridgewater logo against a dark background. -
Black LogotypeWhen the vertical real estate is minimal, the black logotype (without the curved stroke) can be used on a light background. -
White LogotypeWhen the vertical real estate is minimal, the white logotype (without the curved stroke) can be used on a dark background. -
FaviconThere are some digital applications (e.g., social media accounts) where a square or circular version of the logo is required. In these dimensions, the full Bridgewater logo does not render well, so a favicon version was created several years ago, as seen in the example. This variant of the logo is for specific use cases. If you feel you have an application that requires it, please reach out to us.
The logotype is used alone when vertical space is limited, while the white variant may be used in specific scenarios with complicated backgrounds or when one-color printing or embroidering is required.
Anonymity is necessary on the bus, an approved case when the curved stroke may be used alone.
Usage Guidelines
To preserve the integrity of the Bridgewater logo, ample clear space is required around its perimeter. No design element should be placed closer than a “BR” space, at the logotype’s current size, away from the logo. A larger isolation zone is preferred.
Minimum Size
The Bridgewater logo should not be printed smaller than 3/4" or appear on a digital device smaller than 55 pixels.
Improper Use
- Do not alter in any way, including changing the colors.
- Do not use the logotype font, Handel Gothic, for other words.
- Do not use the Bridgewater mark alone.
- Do not move the Bridgewater mark.
- Do not add a drop shadow.
- Do not tilt.
- Do not stretch, shrink, or otherwise distort.