BRAND IDENTITY

For a zero emissions consultancy

Above: Electra consulting logo sign mockup

Overview

My roles: Art Director and Designer
Industry: Zero Emissions
Duration: 2 weeks

THE CLIENT

Electra Consulting is a company that works with private organisations, local and provincial governments to create campaigns and events that support the adoption of zero-emission technologies. They are based in Vancouver, Canada.

MY ROLES + RESPONSIBILITIES

  • Art Director
  • Designer

OUTPUTS

  • 1 logo with 3 variations
  • 1 icon
  • 1 Brand guidelines book

TOOLS I USED

  • Adobe Illustrator
  • Adobe Photoshop
  • Adobe InDesign

Above: Final versions of the logo

Phase 1: discovery

The client needed a brand identity for their newly-launched zero emissions consulting company. One of the key things the they wanted to avoid with their brand was stereotypical electric car imagery or colours (battery icons, lightning bolt symbols, blue colourways, etc.). They wanted the brand to communicate a mixture of professionalism and approachability.

INITIAL RESEARCH

I first collected an array of current zero emissions iconography and identities. Just like the client mentioned, many used battery icons, lightning bolt symbols and the colour blue.

Above: Examples of existing logos used in the zero emissions industry

Phase 2: research + define

After learning more about branding used in the zero emissions industry, it was time look into typography.

  1. I researched typefaces used in the zero emissions industry
  2. I downloaded 15+ typefaces and began testing them to see if they fit the design brief
  3. I researched colourways to see which combinations supported the concept, and which didn’t. I often start with colours that don’t suit a project during my process. Why? It makes me question why they don’t work, and in the process, I often find even better colourway solutions.
  4. I explored the concept of battery polarity and its visualisations, and eventually distilled my ideations down to a word mark and a hybrid ‘+/-’ symbol

Acumin typeface worked well because of its modern-sans serif look, and its ability to retain a sense of  personality and humanity.

Above: Excerpt from my ideation process

Phase 3: design + ideation

  1. I created 8 variations of the logo and narrowed down possible typefaces to 2
  2. I used scale, kerning, leading and tracking to refine the logo’s typography
  3. I tested the logo’s legibility at various sizes and in different contexts
  4. I chose with Acumin typeface for the final logo: it’s a modern-looking sans serif, but it still manages to retain some personality and humanity with its slightly angled letterforms

Above: Excerpt from Electra Consulting’s brand guide

Phase 4: delivery and implementation

  1. I made final adjustments to the logo
  2. I converted the logo into print and digital formats
  3. I created the brand guidelines booklet

Above: Electra Consulting icon used on signage

Results

  • 1 logo with 3 variations
  • An icon that can be used with or without the logotype
  • A comprehensive brand guidelines booklet (digital and print formats)

FUTURE CONSIDERATIONS

If the project scope were bigger, I would have loved to create an animated version of the plus icon in the logo.

WHAT WAS LEARNED?

I learned that there is a lot of opportunity for unique typography use in the zero emissions space, and that colourways used in the industry are becoming more and more adventurous.