JWT
Brand Refresh
Lemonade were faced with the challenge of rejuvenating and designing the Government initiative GreenPower™. The key objectives were to make it contemporary, strong, trustworthy and authorative while delivering the key message of ‘renewable energy’ with clarity.
It was important that the new corporate identity reflected the environment rather than the industry. As well, It had to represent the effects of renewable energy rather than the source or mechanics of it.
The task was set with some mandatory requirements which made it all the more challenging. These included retain a tick symbol, make it one word and make it work as a licensed symbol which would be applied to a labelling system.
We did this and more... A tick was found in a symbol that exemplifies a healthy environment, while also representing an abstract letter ‘G" – the result of switching to GreenPower™. A fresh lively colour palette of greens and blues have been applied to reinforce the environmental cues. A detailed and complex labelling system was also developed to be aplied to a range of government marketing material and affiliated energy companies.
Overall a strong message and symbol of accreditation is achieved. The result is a simple contemporary and relevant corporate identity which encapsulates the GreenPower offer.
Services used
- Brand Refresh
- Corporate Identity / Logo Design
- Brand Guidelines Development
- Illustration
- Design Consulting