OUGD603: Smart Grid Consultancy- Evaluation

This isn't the type of brief that I thought I would enjoy. Corporate branding always seemed so dull to me and yet here I am finishing a brief which is very corporate, in a sector I would've never considered interesting and yet I found this brief really fascinating. In terms of branding I think it's one of the first times I have tried to present all the company values through the logo and brand application and this came about from a good solid understanding of the company. When I was approached about rebranding the company I felt incredibly daunted but once I understood what SGC does and where they fit in the energy market translating their company values into design became easier. 

Throughout this brief I also made conceptual decisions- there was very little I did without having a reason behind it. For most of my time at LCA I have been an aesthetic decision maker, doing something because it looks good. This isn't necessarily a bad thing, and sometimes can be the right response to a design challenge, however, in this case, thinking conceptually really helped my sell my ideas back to the client. He had very little issue with what I was producing once I explained what it all meant and why I had done it, in fact he seemed more interested in my ideas because they were all justified. I think this is a lesson I will use when dealing with clients from now on, especially when someone has built their own company from the ground up, it puts them more at ease making them believe you've really thought about and considered what you are trying to say rather than slapping a lot of design features together just because they look good. 

I would've liked to have done more- perhaps translate the brand onto more things, pens, vehicles, email footers etc. Though due to time constraints I stuck to the basic stationary, which is a shame I really feel this brand can be more with a bit more continue the brief in a more professional context.

I think the main thing I can take away from this brief is that I shouldn't turn down work I perceive as boring because it might be a great opportunity to grow and that I should work conceptually as much as possible, selling the client a story about their brand rather than just a bunch of pretty designs. 

OUGD603: Smart Grid Consultancy- Final Designs

OUGD603: Smart Grid Consultancy- Application

As I began applying the design to stationary I started with the business cards and experimented with extra elements to push the design further. I made a few sketches of additional touches to add to the applied logo and I settled on a simple 'swoosh'. The upwards swoosh connotes an idea of growth and positivity and moving up whilst also resembling a business chart also displaying growth- tying the business back to the positive impact it can have on other companies. Adding the gentle gradient to the swoosh also implies that with positive growth there is also a step towards a greener future, one that can be achieved with SGC. 

Using this shape along with the logo and it's concepts I applied the design to other stationary relevant to the company, letterheads and invoices. I maintained a brand consistency by using the swoosh in each layout and keeping the logo in the same left alignment.

Despite the design applying cleanly to stationary it did take some difficulty to translate it onto uniforms due to it's long thin type and layout. To combat this I used the shortened version of the logo and maintained the use of colour on 'smart' to link the shirts back to the main brand. 

OUGD603: Smart Grid Consultancy- Further Development

After analysing my font choices I settled on Steiner Light. Out of all of the typefaces I had chosen previously it was the one that best fit the concepts of futuristic and machine looking qualities. Also as a type face it looked formal whilst still remaining stylised so it could both convey the companies' brand personality whilst fitting into the corporate environment it is designed for. 

The next brand point that was essential for the bare bones design is the representation of the environment. The three brand 'points' to SGC are technology, future adaptability and environmentally positive solutions. The easiest and best way to do this is with the addition of colour- green = environment, it's a cultural connotation and so it would be silly not to use it. 

For the layout and addition of colour my thinking was two fold. Add green to the smart- this demonstrates using environmental solutions to power and technology is the 'smart' decision. It also draws the eye to the word smart and the start of the logo allowing the eye to flow across the logo from start to end and places emphasis on the most positive word within the company title 'smart'.

The layout decision was based off of my favourite sketch/idea, I wanted to keep things simple. It was more an aesthetic choice over a conceptual one, the design already covered the three brand 'points' so I didn't want to confuse the design with unnecessary additions.

I did however toy, even in sketch mode, with the addition of the companies tagline 'smart thinking for a brighter future'. The tagline adds to the designs positive and futuristic tone. Using an conceptual idea from earlier I used italicised type to demonstrate momentum and the feeling of travelling towards the brighter, more environmentally and technical future SGC aims to provide. 

OUGD603: Smart Grid Consultancy- Digital Development

Looking back over my initial sketches the strongest ideas are also the simplest and so I feel that the most appropriate style of logo is a text based one. When we consider the market and the existing brands it seems that type based logos offer a more professional feel and this is perhaps why the initial logo didn't work- it was far too busy and largely picture based. The versatility of a type based logo is also a bonus, it can be used and will fit into many different deliverable forms. 

Having a text based logo means that a lot of weight rests on the typeface selection and so applying the logo requirements I had outlined earlier I pawed through different fonts looking for ones which worked best, my final favourites boiled down to five choices.

Exo

Verdana

Anivers

Steiner

The reason I settled on these fonts in particular is because they all have aspects in their design that I can relate to my logo concept. I stayed focused on geometric san serifs as they have the most clean and futuristic look, implying technological advancement. I wanted the type to almost look like a piece of machinery or a part of the modern ecological tech used by SGC to improve a business, placing the logo directly into what the business does. Using italicised versions of these fonts adds another layer to the design including a sense of moving forwards and heading towards the future.

From here I will now begin to apply these fonts to the design and see how well my ideas translate into a digital format.

OUGD603: Smart Grid Consultancy- Logo Requirements, Initial Ideas and Sketches.

After researching SGC and what the company does and stands for it is now time to come up with a list of requirements needed for the logo design. What are the key points that need to be communicated? What does the company need the design to say?

'Green', it needs to be green, the logo must link someway to environmental thinking.

Professional, being a business targeting businesses there can be room for personal and friendly touches but the design as a whole needs to look smart and fit into it's surroundings.

Personal, although I said it needs to be professional it also needs to be personal, SGC will work alongside businesses and needs to communicate that it is approachable and easy to work with.

Support, similar to personal in a few ways, SGC is a company that will support and guide a business through each step, market research, opportunities etc it supports the business to become better.

Technology, the idea of SGC is to push it's clients into a world filled with technology and energy opportunities to help their business become more energy efficient, the technology will be key in driving companies into the future.

These are the main points, however it's worth noting a secondary of potential connotations used in the design.

Simplicity, intelligence, people, network, future, forward movement, wholeness, change. 

OUGD603: Smart Gird Consultancy- Research- Competiton analysis

To understand the context and the competition that the SGC brand will be up against I have looked into and analysed logos from different companies whose products and services overlap with SGC.

Ofgem

There's a connotation of simplicity with this design. A no nonsense, straight forward text logo gives the impression of directness and lack of fuss when dealing with this company. In the bottom example the tag line 'for energy consumers' stands out in bold stating that they are there for the customers and placing the energy consumers first. With the top example we see variation between italicised and bold letters. Italics always give design a human touch, mimicking the natural slant of handwriting but also in this logo it connotes speed, leaning forward as if moving. This communicates the idea of efficiency and quick service when dealing with ofgem as a company. The bold characters represent strength, strength of brand, of performance and of the company and the work they do. The lower case used in this design makes it personal and friendly, appearing to be approachable and once again supporting the human touch key to this design.

Kiwi Power

Kiwi Power plays on environmental benefits for it's design. Kiwi's are linked to feelings of naturalness, freshness and a strong connection to the environment. The sharp green used in this design not only connotes a 'green' approach to energy management but it also creates a bold and powerful look. It has a 'pow' factor, with the eye drawn instantly to the word 'power',  because of this we immediately know that this company is linked to energy and also that they are strong and bold in their approach; they will use all the power and push they have to make your business greener. The kiwi image to the left of the design not only looks like a fruit but also resembles the petals of a flower and the rays of the sun, all of these connotations adds to the strength of connection with this brand and environmental benefit. There is a touch of friendliness used in the lower case i's in kiwi as well as the lower case 'demand management' they are keen to communicate strength and boldness but are also attempting to make a connection with people and make the idea of using demand management a simple, easy and personal thing.

Electricity North West

The font choice used in electricity northwest's design is a very square and futuristic looking type. Although it contains some human touches being all lower case it mainly reflects the idea of technology being their main driving force as opposed to people. Green is used throughout this logo to connect the brand to the environment and environmental, 'green' thinking. There are some beautiful subtleties to this logo the first being the look of the font, not only do the characters resembles leaf shapes they also resemble pilot lights creating a strong connection between energy and the natural world. The second detail is the little arrow pointing northwest, it is in the most simple form an icon that depicts the entire brand. It is green, it is leaf shaped as well as pilot light shaped and it is pointing north west. Although seemingly simple this little green arrow communicates power, environment and the direction the company is named after. 

OUGD603: Smart Grid Consultancy- Research

I was approached a couple of days ago and asked to do a new logo design for the company Smart Grid Consultancy. I know I don't have to post this seeing as I'm not being marked or anything but I've found over the two years as a graphic design student that keeping a blog and record of my research and development through projects really helps the design process. So here we go.

Their existing logo is very pictorial and not appropriate for the market they wish to exist within. It also greatly contrasts the look and feel of their webpage making the overall brand awkward. Although there are links to the energy sector and to electricity the way they have been used reminds me of a sports team as opposed to an energy based business.

To begin my redesign the first step is research. 

So what does SGC do? Who are their target audience? What is needed to be communicated through their logo and brand design?

From the Website:

Smart Grid has become one of the new 'buzz words' in business over recent years. What does it really mean and how might this potentially affect you or your business? SGC can help explain the changing market and identify where opportunities exist to save on ever increasing energy cost or even take advantage of opportunities to generate new incremental revenue streams.Through our expertise and market knowledge we can also assist you through the often complex 'change process' necessary to effectively and seamlessly take advantage of a whole range of new opportunities. 

From Twitter:

The UK's leading experts in Demand Side Management, Demand Response and Smart Grids.

So I have no idea what Demand Side Management, Demand Response and Smart Grids are, so I'll find that out too. 

Demand Side Management: (according to wikipedia)

Energy demand management, also known as demand side management (DSM), is the modification of consumer demand for energy through various methods such as financial incentives [1] and behavioural change through education. Usually, the goal of demand side management is to encourage the consumer to use less energy during peak hours, or to move the time of energy use to off-peak times such as nighttime and weekends.[2] Peak demand management does not necessarily decrease total energy consumption, but could be expected to reduce the need for investments in networks and/or power plants for meeting peak demands. An example is the use of energy storage units to store energy during off-peak hours and discharge them during peak hours.[3] A newer application for DSM is to aid grid operators in balancing intermittent generation from wind and solar units, particularly when the timing and magnitude of energy demand does not coincide with the renewable generation.[4]

Demand Response: (also according the wikipedia, thanks wikipedia)

According to the Federal Energy Regulatory Commission, demand response (DR) is defined as:[1] “Changes in electric usage by end-use customers from their normal consumption patterns in response to changes in the price of electricity over time, or to incentive payments designed to induce lower electricity use at times of high wholesale market prices or when system reliability is jeopardised.” DR includes all intentional modifications to consumption patterns of electricity of induce customers that are intended to alter the timing, level of instantaneous demand, or the total electricity consumption.[2] It is expected that demand response programs will be designed to decrease electricity consumption or shift it from on-peak to off-peak periods depending on consumers’ preferences and lifestyles.[3]Demand response activities are defined as “actions voluntarily taken by a consumer to adjust the amount or timing of his energy consumption”. Actions are generally in response to an economic signal (e.g. energy price, or government and/or utility incentive). Demand response is a reduction in demand designed to reduce peak demand or avoid system emergencies. Hence, demand response can be a more cost-effective alternative than adding generation capabilities to meet the peak and or occasional demand spikes. The underlying objective of DR is to actively engage customers in modifying their consumption in response to pricing signals. The goal is to reflect supply expectations through consumer price signals or controls and enable dynamic changes in consumption relative to price.[4]

Smart Grids: (Wiki, Wiki)

A smart grid is a modernized electrical grid that uses analog[1] or digital information and communications technology to gather and act on information - such as information about the behaviours of suppliers and consumers - in an automated fashion to improve the efficiency, reliability, economics, and sustainability of the production and distribution of electricity.[2] Electronic power conditioning and control of the production and distribution of electricity are important aspects of the smart grid.

Smart grid policy is organized in Europe as Smart Grid European Technology Platform.[3] Policy in the United States is described in 42 U.S.C. ch. 152, subch. IX § 17381.

Roll-out of smart grid technology also implies a fundamental re-engineering of the electricity services industry, although typical usage of the term is focused on the technical infrastructure.[4]

As a whole SGC offer four different services. 

Market Research; a service that informs various companies of the different ways we currently produce energy as well as the factors that in the levels of change within the UK energy sector. They can assist a business in finding the right forms of energy generation, of finding ways to asses and understand their levels of consumption and keep companies up to date with the latest developments within the energy market specific to them.

Opportunities; suggesting and supplying a series of solutions, potentially using 3rd party companies, for specific energy problems and needs as identified by the market research. These opportunities look further than the two typical solutions to energy and cost reduction; reducing consumption and reducing the unit cost of energy.


Supplier selection; identifying the appropriate supplier based off of the various opportunities tailored to each business and specific skills each supplier made have relevant to the opportunities, including infrastructure upgrades.


Project delivery; the final implementation of the presented plan. Including site management, time structures, the process and various responsibilities. 

OUGD603: Smart Grid Consultancy- Brief

Smart Grid Consultancy assist companies in becoming more energy efficient. The brief is to rebrand the company and produce a logo and apply it to all suitable items.

Logo can be applied to stationary, company vehicles, uniforms or any other suitable items.

Consider target audience and the market in which the brand will exist, who is SGC appealing to, who are they targeting. Consider company values and translate them into the brand. Consider the look of the brand in both digital and printed formats.