Revitalizing a Brand: Updating Company Logo for Uncertain Business Transitions

In tandem with the comprehensive update to the company's messaging and positioning, we undertook a significant transformation of the brand's visual identity. The original logo, deemed challenging to work with, lacked sufficient differentiation from other companies in the field. Furthermore, the company struggled with brand compliance, necessitating the creation of a comprehensive brand standard to guide staff and consultants amid a period of rapid global growth and the development of numerous new user-facing tech, web and print assets.

Given the company's limited communications budget and the consideration of diverse expansion and exit possibilities, including scenarios that might involve the dissolution of the brand or expansion beyond the wind industry, a strategic decision was made to retain the company name while introducing a new icon logo.

The revamped logo pays homage to the company's legacy through the incorporation of curved shapes. The transition to a round shape not only symbolizes the company's global scale but also ensures adaptability in common 1x1 aspect ratio scenarios. Noteworthy is the addition of gold to the color scheme, representing the company's strategic plan to expand into the adjacent solar energy industry. This thoughtful incorporation of color aligns with the company's forward-looking vision and diversification goals.

This reimagined visual identity serves as a powerful visual cue, aligning with the refined messaging and positioning, and contributes to a cohesive and recognizable brand presence across diverse markets and potential future ventures.