In South Africa, our current electricity-loadshedding reality, causes many citizens to be in dispair and have a general negative association with an energy/power company.
Hence, the intent of my design was to create a visual identity for Electrocom that encourages a reassurance that citizens can rely on them, to feel safe and have a sense of stability that the power will stay on (24/7) night and day. Therefore, bringing forth a new beginning and hope that a service will be delivered.
The green colour palette facilitates this message. The use of ‘Kollektif’ typeface as the main font, assists with conveying the message of stability and growth, as it is a modern, clean, dynamic and visually striking geometric sans-serif font. This versatile font is suitable and legible for both web (digital) and print designs.
The logo was particularly designed to evoke movement with the round shape and dot, which symbolises that there is a continuous flow of energy. I have used a graphic pattern of different round, square and dotted shapes with the lightening icon that supports the energetic feeling. I wanted the logo to be simple and easily recognisable.
The stand alone icon can be used in two ways: (1) right-side up symbolises the power button, (2) upside-down it represents a light bulb. I chose to incorporate line art as it resembles the idea of “uninterrupted” - the promise that the company makes to deliver uninterrupted power to South African citizens for their business and home.
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