Crafting Whelen’s New Design

Last week, we launched our new website along with a new look for the Whelen brand. I’m excited to share these brand updates and why we made them.

Whelen has always been a pioneer. My grandfather, George W Whelen III, a pilot, founded Whelen when he saw a need for better lighting for his aircraft. Since then, Whelen has expanded beyond aircraft lighting and has become the worldwide leader in emergency warning innovations.

Today, we support first responders globally as they serve their communities. With this new brand identity and web experience, we hope to inspire them to know they have a partner in Whelen they can trust.

Our New Identity

We’ve updated our logos, typeface, colors, and imagery like photography and graphics to keep us consistent and contemporary. These core components work together to ensure the Whelen brand is recognizable wherever it appears.

Our main goal of this new brand identity was to provide a consistent structure to our design language. We have three divisions and a lot of services and product families under one roof. To ensure our customers know that each experience they have with Whelen will deliver on our promise of performance, we created visual harmony for all the facets of Whelen.

The “Whelen waves” are an all-new element of our brand identity. These dynamic waves symbolize a movement towards the future for industries that need to be one step ahead. Four lines illustrate Whelen Corporate, Blue, Red, and Amber. They come together for strength and separate for independence.

An Improved Online Experience

We also completely redesigned our website to make it customized, intuitive, and easier to navigate. Here are a few of my favorite updates:

  • Our products are now organized within Whelen BlueWhelen Red, and Whelen Amber to create a custom experience for each division and make the site easier to navigate than ever before.
  • We have updated our support section with the help of our technical support and training teams to have the best resources.
  • Our new pressroom and this blog will provide insight on everything we have going on at Whelen and in our community.

Staying True to Whelen

This brand update and new web experience embodies so much of what is important to the Whelen team – a devotion to high-quality design, a passion for innovation, and an obsession with quality.

With this redesign, we set out to honor our legacy while creating space for the brand to continue to grow and innovate. We didn’t want to lose our heritage in the process, so we focused on capturing the essence of what Whelen has always been in a contemporary way.

There’s More to Come

The Whelen marketing team spent months working on this initiative. I want to thank them for their dedication to helping us create and execute this new brand identity and website. We’re excited to be on this journey, and we have more web features and intuitive digital experiences in the works.

We invite you to visit our new website and let us know what you think.