Brand Identity For W+ Lighting Merger
W+ proves monochrome can feel more modern than color.
Stockholm Design Lab developed a new brand identity for W+, the result of a merger between Swedish lighting pioneer Wästberg and the XAL Group. The identity unites two legacies through the concept of contrast and connection, symbolized by the plus sign that represents collaboration and added value. The result is a flexible, contemporary brand system that balances heritage with forward-looking clarity across both physical and digital touchpoints.
Insights- The core idea is black-and-white contrast—dark and light—used as the visual and conceptual glue to merge two lighting worlds into one readable system.
- Stockholm Design Lab anchored the identity on the “+” in W+, using it as a symbol of contrast and connection: collaboration, added value, and a shared future rather than a simple name change.
- The system is intentionally minimalist and monochrome, leaning on functional, elegant restraint to balance Wästberg’s heritage with forward-looking clarity for a broader group structure.
- Built for flexibility, the identity is modular enough to work consistently across physical and digital touchpoints, helping a merged brand stay coherent in many formats.
- The case positions the merger as two legacies meeting—Swedish lighting pioneer Wästberg and the XAL Group—then visually unifying them through a contemporary, scalable brand system.