‘She’s Electric’ is a business offering domestic electrical services, owned by a self-employed electrician. The business is run by a female electrician, with a passion to help their customers and others move towards green energy. The name - aside from being recognisable as an Oasis song - was chosen to target a customer base who may feel otherwise uncomfortable inviting a tradesperson into their home, and it was important to portray the business as approachable in its identity.
I was tasked with creating a brand identity that portrayed the values of the business: friendly, approachable, tidy, and with a focus of moving towards green energy. The brand identity needed to be usable in the future for both digital and print instances, such as a website, business cards and vehicle graphics.
The icon for the brand uses geometric shapes to combine an electric plug shape with a simplified flower shape. The icon is formed from curves to appear friendly and approachable, while the simplicity of the shapes appear neat and tidy - an important element to try to communicate. The combination of the flower and the plug is symbolic of the move towards green energy.
The icon can be used as a standalone brand mark, or paired with the brand name in applications that allow for the space. The vertical lockup holds the text beneath the icon, whereas the horizontal lockup has the text to the right of the icon and takes up little vertical space, making it ideal for scenarios such as website headers and invoices.
The typeface used is ‘Bozon’, with the Extra Bold weight used for the logo. The typeface is a geometric sans-serif with wide, round characters tying in perfectly with the icon. The typeface is legible and provides great contrast when different weights and tracking is used.
The brand colours are synonymous with both nature and electricity, using a bold electric teal as the accent colour, and a darker green-teal as a background colour. The two secondary colours work well in instances where the branding is on white, and the darker secondary colour provides a softer colour to be used for larger areas of content.