branding
|
design concept
|
2024
sustainable energy
the before
the problem
The original Sunjoule logo established the foundation of the brand’s visual identity but lacked a cohesive conceptual link between solar energy and architectural integration. The redesign process aimed to create a mark that better represents modern photovoltaic innovation while achieving visual clarity and scalability across applications.
timeline
the design process
process 1
concept exploration
objective
Explore both abstract and wordmark approaches to express solar energy and technological sophistication.
option 1 | Abstract Symbol
Introduced abstract yellow and blue strokes representing sunlight and solar panels. The focus was on translating solar energy conversion into a simplified geometric form.
➡️ Established the foundation of Sunjoule’s visual narrative — energy transformation through abstraction.
option 2 | Wordmark Hybrid
A wordmark emphasizing clean, modern typography, with the “O” replaced by a solar panel icon. The color palette (blue and yellow) communicated trust and energy.
➡️ Laid the groundwork for a typographic direction focusing on readability and brand recognition.
process 2
Systematic Direction and Brand Applications
objective
Test scalability and professional tone across multiple logo systems.
option 1 | Abstract “SJ” Integration
Refined the abstract strokes from Process 1 to subtly form the letters “S” and “J”, enhancing brand memorability. The yellow and blue duality continued to represent solar input and clean output.
➡️ Shifted focus from purely abstract to a dual-purpose form — both symbolic and literal.
option 2 | Enhanced Wordmark
Further refined the previous wordmark by emphasizing color balance: “SUN” in yellow and “JOULE” in blue. The solar panel icon “O” was kept but visually simplified.
➡️ Improved hierarchy and direct association between words and energy sources.
option 3 | Pictorial Symbol – Panel Grid
Introduced a modular grid symbol inspired by the pattern of solar panels. The composition used yellow (sunlight) and blue (solar cells) in quadrants, evoking clean architectural integration.
➡️ Evolved from abstract energy symbolism to a structured, product-inspired design.
option 4 | Typography + Panel Block
Combined bold Helvetica typography with a blue panel block behind “JOULE.” This emphasized the duality of sunlight and energy output while giving the wordmark strong visibility.
➡️ Bridged conceptual clarity and corporate readiness.
process 3
Finalization & Variations
objective
Consolidate direction based on shortlisted concepts and apply precise technical refinements.
option 1 variations | Enhanced Grid Detailing
Added grid lines inside the “O” for stronger reference to PV technology and refined tagline alignment for consistency.
➡️ Introduced micro-details to improve recognition and technical depth.
option 2 | Panel-Inspired Symbol Revisited
Reintroduced the pictorial solar-panel motif as a supporting mark for modular use (vertical/horizontal).
➡️ Adjusted the logomark height against the brand name.
the after
the story
The logo design is inspired by the solar cell to symbolise the brand’s
commitment to clean energy. The “O” in the logo is designed to represent the solar panel. The letters ”SUN” in the logo represents the sun which provides the solar energy.
The colour yellow used in the word ‘SUN’ represents the abundance of solar energy while the Blue in the word ‘JOULE’ represents the blue
hue found in solar panels which converts sunlight to electricity.
the colours
Pantone 661C
#003595
Pantone 1225C
#FFC845
tools used
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variations
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