Challenge:
Build a brand from the ground up for a solar energy investment platform, starting with its name. We want a simple yet unique name that conveys what we do, while also evoking the technological and innovative space we operate in. We’ll be guided by the following points:
- One word that conveys simplicity—less is more.
- The use of English or other languages is welcome to suggest globalization, but it should be easy to pronounce.
- It should reflect the business’ core: solar energy.
Solution
- Naming
After conducting a brand co-creation workshop with the client, which involved various creative exercises and an in-depth understanding of the business and its consumers, we gathered different insights and ideas as the foundation for the selected proposal.
Chosen Naming Proposal:
The prefix “Helio” directly relates to the sun. In fact, the element was named after it, as it was discovered by observing the sun.
In this wordplay, we capture the dynamic between power and energy (represented by “ON”) thanks to the strength of the sun (Eli-).
It’s easy to pronounce and clear in both English and Spanish.
- Branding
Similar to our name, this new visual direction for the brand has similar goals. We’re aiming for a simple image that reflects the technological, digital, and energy context we work in.
The proposals we’ll look at align with this vision and share these key features worth mentioning:
- Basic, clear, and simple typography with custom elements, using only lowercase letters to foster approachability and simplicity.
- Conceptual representations that align with the origin of our name.
- Graphic elements are integrated within the typography to broaden the visual landscape.
This combination mark proposal consists of a symbolic part and a text part.
The symbolic part is an abstraction of three important elements:
- The sun
- The “power” symbol
- The initial of Elion
The text part features the word “Elion” in lowercase using the AvantGarde Bk BT font, with modifications to its shape and volume to enhance the interaction between straight and rounded lines, creating a more minimalist and clean look that complements the symbol.
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The logo is always presented in its primary colors, green and blue, depending on the background it will be applied to.
The application of the green symbol on a white background is permitted only in formats where its size and material allow for clear distinction (such as printed materials or instances where the logo is large). Otherwise, we recommend avoiding this use and instead opting for the traditional blue symbol version.
Elion is a brand that emerges from innovation, and its image and graphic applications should reflect this.
We recommend using graphic elements based on the symbol and photographs that convey the business idea in a relatable and spontaneous way, maintaining a corporate look that denotes professionalism without being overly stiff or gray.
