{"id":1362,"date":"2025-06-07T10:00:08","date_gmt":"2025-06-07T10:00:08","guid":{"rendered":"https:\/\/morganmallett.com\/?post_type=avada_portfolio&p=1362"},"modified":"2025-06-24T18:46:23","modified_gmt":"2025-06-24T18:46:23","slug":"identity-for-electra-consulting","status":"publish","type":"avada_portfolio","link":"https:\/\/morganmallett.com\/index.php\/portfolio-items\/identity-for-electra-consulting\/","title":{"rendered":"BRAND IDENTITY"},"content":{"rendered":"

BRAND IDENTITY<\/h2>\n

For a zero emissions consultancy<\/p>\n<\/div>

<\/span><\/div>

Above: Electra consulting logo sign mockup<\/i><\/p>\n<\/div><\/div><\/div><\/div>

Overview<\/h2>\n

My roles: Art Director and Designer
\n<\/span>Industry: Zero Emissions
\n<\/span>Duration: 2 weeks<\/span><\/p>\n

THE CLIENT<\/h3>\n

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.<\/p>\n

MY ROLES + RESPONSIBILITIES<\/h3>\n
    \n
  • Art Director<\/li>\n
  • Designer<\/li>\n<\/ul>\n

    OUTPUTS<\/h3>\n
      \n
    • 1 logo with 3 variations<\/li>\n
    • 1 icon<\/li>\n
    • 1 Brand guidelines book<\/li>\n<\/ul>\n

      TOOLS I USED<\/h3>\n
        \n
      • Adobe Illustrator<\/li>\n
      • Adobe Photoshop<\/li>\n
      • Adobe InDesign<\/li>\n<\/ul>\n<\/div>
        • <\/span><\/li>
        • <\/span><\/li>
        • <\/span><\/li><\/ul><\/div><\/div><\/div><\/div><\/div>

          Above: Final versions of the logo<\/i><\/p>\n<\/div><\/div><\/div><\/div>

          Phase 1: discovery<\/span><\/h2>\n

          The client needed a brand identity for their newly-launched zero emissions consulting company. <\/span>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.<\/span><\/p>\n

          INITIAL RESEARCH<\/span><\/h3>\n

          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. <\/span><\/p>\n<\/div>

          <\/span><\/div>

          Above: Examples of existing logos used in the zero emissions industry<\/i><\/p>\n<\/div><\/div><\/div><\/div>

          Phase 2: research + define<\/span><\/h2>\n

          After learning more about branding used in the zero emissions industry, it was time look into typography.<\/span><\/p>\n

            \n
          1. I researched typefaces used in the zero emissions industry<\/span><\/li>\n
          2. I downloaded 15+ typefaces and began testing them to see if they fit the design brief<\/span><\/li>\n
          3. I researched colourways to see which combinations supported the concept, and which didn\u2019t. I often start with colours that don\u2019t suit a project during my process. Why? It makes me question why they don\u2019t work, and in the process, I often find even better colourway solutions.<\/span><\/li>\n
          4. I explored the concept of battery polarity and its visualisations, and eventually distilled my ideations down to a word mark and a hybrid \u2018+\/-\u2019 symbol<\/span><\/li>\n<\/ol>\n<\/div><\/div><\/div><\/div>

            Acumin typeface worked well because of its modern-sans serif look, and its ability to retain a sense of\u00a0 personality and humanity.<\/span><\/h2>\n<\/div>
            <\/span><\/div><\/div><\/div><\/div>

            Above: Excerpt from my ideation process <\/i><\/p>\n<\/div><\/div><\/div><\/div>

            Phase 3: design + ideation<\/h2>\n
              \n
            1. I created 8 variations of the logo and narrowed down possible typefaces to 2<\/li>\n
            2. I used scale, kerning, leading and tracking to refine the logo\u2019s typography<\/li>\n
            3. I tested the logo\u2019s legibility at various sizes and in different contexts<\/li>\n
            4. I chose with Acumin typeface for the final logo: it\u2019s a modern-looking sans serif, but it still manages to retain some personality and humanity with its slightly angled letterforms<\/li>\n<\/ol>\n<\/div>
              <\/span><\/div>

              Above: Excerpt from Electra Consulting’s brand guide<\/i><\/p>\n<\/div><\/div><\/div><\/div>

              Phase 4: delivery and implementation<\/h2>\n
                \n
              1. I made final adjustments to the logo<\/li>\n
              2. I converted the logo into print and digital formats<\/li>\n
              3. I created the brand guidelines booklet<\/li>\n<\/ol>\n<\/div>
                <\/span><\/div>

                Above: Electra Consulting icon used on signage<\/i><\/p>\n<\/div><\/div><\/div><\/div>

                Results<\/h2>\n
                  \n
                • 1 logo with 3 variations<\/li>\n
                • An icon that can be used with or without the logotype<\/li>\n
                • A comprehensive brand guidelines booklet (digital and print formats)<\/li>\n<\/ul>\n

                  FUTURE CONSIDERATIONS<\/h3>\n

                  If the project scope were bigger, I would have loved to create an animated version of the plus icon in the logo.<\/p>\n

                  WHAT WAS LEARNED?<\/h3>\n

                  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.<\/p>\n<\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":1388,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"footnotes":""},"portfolio_category":[67],"portfolio_skills":[],"portfolio_tags":[],"class_list":["post-1362","avada_portfolio","type-avada_portfolio","status-publish","format-standard","has-post-thumbnail","hentry","portfolio_category-branding"],"_links":{"self":[{"href":"https:\/\/morganmallett.com\/index.php\/wp-json\/wp\/v2\/avada_portfolio\/1362","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/morganmallett.com\/index.php\/wp-json\/wp\/v2\/avada_portfolio"}],"about":[{"href":"https:\/\/morganmallett.com\/index.php\/wp-json\/wp\/v2\/types\/avada_portfolio"}],"author":[{"embeddable":true,"href":"https:\/\/morganmallett.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/morganmallett.com\/index.php\/wp-json\/wp\/v2\/comments?post=1362"}],"version-history":[{"count":194,"href":"https:\/\/morganmallett.com\/index.php\/wp-json\/wp\/v2\/avada_portfolio\/1362\/revisions"}],"predecessor-version":[{"id":3377,"href":"https:\/\/morganmallett.com\/index.php\/wp-json\/wp\/v2\/avada_portfolio\/1362\/revisions\/3377"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/morganmallett.com\/index.php\/wp-json\/wp\/v2\/media\/1388"}],"wp:attachment":[{"href":"https:\/\/morganmallett.com\/index.php\/wp-json\/wp\/v2\/media?parent=1362"}],"wp:term":[{"taxonomy":"portfolio_category","embeddable":true,"href":"https:\/\/morganmallett.com\/index.php\/wp-json\/wp\/v2\/portfolio_category?post=1362"},{"taxonomy":"portfolio_skills","embeddable":true,"href":"https:\/\/morganmallett.com\/index.php\/wp-json\/wp\/v2\/portfolio_skills?post=1362"},{"taxonomy":"portfolio_tags","embeddable":true,"href":"https:\/\/morganmallett.com\/index.php\/wp-json\/wp\/v2\/portfolio_tags?post=1362"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}