1. 60th Anniversary Campaign/Identity Concepts

2. SWE60° Campaign Concept

3. SWE60° Campaign Concept Statement
As the Society of Women Engineers prepares to celebrate its 60th anniversary, it is natural to look back over the Society’s history. But the women who created the society looked not back, but around. They noticed a need for an organization that would provide the type of community that could foster success in a male-dominated industry. And they looked forward to careers where they could fully and authentically contribute with their male counterparts. These SWE pioneers also looked forward to a future that encouraged, supported and enabled all women to pursue a career in engineering and technology regardless of how they define success. They had a 360ｰ perspective on women in engineering, and 60 years later today’s—and tomorrow’s—female engineer is surrounded 360° by the community and legacy of all members past and present of the Society of Women Engineers.
This campaign, SWE60°, celebrates the past, present and future success of women engineers—success that is always realized on one’s own terms.

4. SWE60° Logo Concept: “Ribbon”

5. Thoughts
“Ribbon” element represents celebration, forms the number “60,” supports the “encompassing” message of SWE60°, and communicates the spirit of togetherness that the Society brings to the women in engineering community
The SWE “cog” creates the degree symbol
Tagline brings together “Success on your own terms” thought with “60 Years of Inspiring Perspectives;” the word “Perspectives” supports the 360° message
The Yellow-orange color is warm, inviting and optimistic (as is the Society) and pairs well with the brand green. Together this palette celebrates the history of SWE with undeniable joy.

7. SWE60° Logo Concept: “Retro”

8. Thoughts
Trapezoid elements are inspired by the teeth of the SWE cog and have a “50’s feel”
The overlapping elements underscore the overlapping history—and current community—of women in engineering
The SWE “cog” creates the degree symbol
Same tagline from “Ribbon” concept
The color palette is comprised of the purple and the green introduced over the last year, along with a slate blue. This color combination supports the current brand while underscoring the retro feel of the design elements. The colors suggest a Society that is established, yet comfortable and inventive.