At the end of 2004, unsure of how we would wind down the Watts Up that was, we considered the idea of our core team continuing under the same name. Based on that possibility, we thought we should update our original 9-year-old logo from 1995, just a little to reflect changes to our company structure as well as our transition to a new team and mission.
The original Watts Up logo design:
Of course, a new logo would keep our familiar lime green branding — liked by most, loathed by some, remembered by all — but we wanted to give it a graphical refresh to feel a bit more modern.
So, after some minimalist reimagining, we changed the “up” angle, got rid of the “>” character completely (too literal and obvious), changed the font, went with italics to invoke a “forward motion” feeling, and positioned the “up” to be a little more subtle. We were quite happy with the final, updated logo!
Here are the six treatments we came up with: two with the original lime, black, and white (feels like “four-color”); two in monochrome (a good logo works in black-and-white), and two duotones with black and lime (just for fun)…
Unfortunately, in 2005, we ended up shutting down the original Watts Up company and dropping the name entirely. So, there was nothing to do with our fabulous, newly updated logo. Oh well…
P.S. Here are the same six treatments of our final three-letter-acronym “icon” version of the new logo, intended for use as a profile pic on social media, etc.
Watts Up Inc. 
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