Whitesales identity

This unique ‘kaleidoscope’ logo is derived from light – an essential ingredient for Whitesales, supplier of architectural rooflights. The logo’s square shape is reminiscent of a typical rooflight.

The logo animation (below left), also created by CDP, was used initially on Whitesales’ website to help introduce the new identity to customers.

The descriptor part of the logo, “Rooflights & more” states what they do, whilst at the same time suggesting other activities (eg. customer service, other products, etc.) Colours radiate from the white at the centre of the logo (similar to light leaving a prism) to suggest different areas of the business and reinforce the “& more” part of the descriptor.