Green Power Global

Green Power Global is the world’s pioneering green energy events company and is the parent company of World Hydrogen Leaders. Green Power Global needed a brand refresh and new website to reflect their continued innovative work in maturing the green energy industry.

During the brand strategy phase we established that, since they exist to accelerate the energy transition from fossil-fuel molecules to renewable-powered electrons, the electron in the hydrogen atom should remain at the core of the brand identity. Their original logo featured the atom as depicted in classical physics. But in the identity, the overarching concept is rooted in quantum physics. Like fossil fuels, classical physics relies on old, widely-understood principles. It’s predictable but limited. Quantum physics, like renewable energy, is newer, less predictable but offers far more possibilities and potential for the future.

In quantum physics, the hydrogen atom doesn’t follow fixed orbits but exists in clouds of probability called wave functions. The logomark was inspired by the wave function 3,0,0. This particular configuration was chosen due to the feeling of energy it conveys. The circle is synonymous with representations of the earth, unity and the sun. The layers within the marks are reminiscent of the layers of the earth’s surface and the escaping particles are evocative of emissions in the earth’s atmosphere. The gradation of dots also provides multiple opportunities for graphic devices. 

For World Hydrogen Leaders we used the spectral line emission of hydrogen to form the colour palette for the brand identity. So for Green Power, we chosen to follow the same concept, however using oxygen as the subject. Oxygen can serve as a metaphor for decarbonisation on multiple levels, highlighting the vital role that this process plays in sustaining life on Earth. These colours work well on a cultural and psychological level as well. Purple is the colour of neutrality in Western politics, blue for our blue planet and green is, of course, in the name.