British Water is a trade organisation that represents a wide range of companies in the water sector. In a world of changing competition the organisation needed to present itself as a confident modern brand that acknowledges its British credentials without resorting to the cliché of depicting the British Union Jack flag.

After researching the water industry Reggie London found that blue images with wave icon proliferated the sector. By taking the diagonal elements that occur in the British Union Flag and turning them into rain drops and using a contrasting red and blue an identity was designed that represented the core elements of the brand as well as achieving stand out.

The board was overwhelmingly in favour of the new design (which replaced a cherished but somewhat dated logo) and when launched to the membership there was an immediate positive response and the organisation was swamped with requests to have a copy of the logo to use within members' own marketing collateral.