WBRC Gets a New Name, Logo, and Brand Identity


WBRC Brand Refresh

Legacy A/E firm WBRC gets a new name, logo, and brand identity – just in time for its 120th anniversary.

“Less is more.” This oft-quoted design adage helped inspire WBRC Architects Engineers to rebrand and shorten its name to WBRC.

WBRC was founded in Bangor, Maine in 1902 as a two-person architectural firm called Thomas & Crowell. The company has grown to over 55 professionals in five offices with projects in 26 states.

Like many professional service firms, WBRC’s name continually evolved over the years as its ownership shifted. In 1989, the company moved with initial with the name WBRC Architects Engineers. As of January 1, 2022, the firm’s official name is now simply WBRC.

“WBRC turns 120 in May of this year,” says CEO Doug Whitney. “That milestone motivated us to take a look at our brand and make it more accessible.”

The firm’s new, simpler name brings the flexibility to continue to grow and evolve.

“People were already shortening our name to WBRC,” says Rob Frank, WBRC’s Chief Business Development Officer. “We just made it official.”

The revised name comes with a new logo and brand identity. The firm’s fresh look, like its name, is focused on clarity and flexibility.

WBRC’s new logo is a simple, distinctive type treatment designed to be highly readable and easy to use. The logo is joined by a system of complementary colors, centered around the color indigo, augmented by custom graphic elements. Created by WBRC’s in-house marketing and graphic design team, in collaboration with its Executive Team, the brand plan also includes a focus on jargon-free communications.

“We’re still the same great company clients trust,” Whitney says. “Now our look and name are cleaner and more concise.”

Click here for the full story on the decision-making process behind WBRC’s brand refresh.

About WBRC

WBRC is a team of architecture, engineering, interior design, and landscape architecture professionals focused on improving lives through design.

Founded in 1902, WBRC serves clients across New England, Florida, and the continental U.S. from five branch offices. WBRC provides design solutions for the education, healthcare, civic/government, and commercial sectors. Learn more at wbrcinc.com.