Alongside the company’s comprehensive update to messaging and positioning, we executed a major transformation of its visual identity. The previous logo—difficult to work with and too similar to others in the field—failed to differentiate the brand or support consistent usage during a period of rapid global growth.
As the company expanded and developed a growing suite of user-facing technology, web, and print assets, brand compliance became a recurring issue. Without a clear standard, staff and consultants often applied inconsistent branding across markets and channels.
At the same time, the company’s limited communications budget and future-facing considerations—ranging from potential diversification into adjacent industries to eventual exit scenarios—required a flexible yet cost-effective solution.
Rather than a full rebrand, we made a strategic choice to retain the company name and refresh the visual identity with a new icon logo. This approach balanced continuity with modernization, preserving brand equity while signaling growth and innovation.
Key design decisions included:
Curved forms in the new logo, paying homage to the company’s legacy while softening its identity.
A round icon shape, symbolizing global scale and ensuring adaptability across common 1x1 aspect ratio applications (such as digital platforms and social media).
Introduction of gold into the color palette—representing the company’s strategic plan to expand into the solar energy sector, while aligning the brand with its forward-looking diversification goals.
To ensure consistency, we created a comprehensive brand standard guiding internal teams and external partners on proper usage across print, web, and digital assets.
The refreshed identity achieved several objectives:
Differentiated the company from competitors in a crowded renewable energy space.
Improved brand compliance through clear, scalable standards.
Positioned the company as a global, future-ready player, aligned with expansion into solar and beyond.
The new visual identity not only aligned with the updated messaging and positioning, but also provided a cohesive, recognizable presence across markets—ensuring that as the company grew, its brand grew with it.
Strategic takeaway: A thoughtful identity refresh is more than a design exercise. When tied to strategy, it can reinforce differentiation, enable compliance at scale, and signal a company’s long-term vision to customers, partners, and investors alike.