How do you design for an industry you’ve never worked in? You learn it first.
Asgard Green Fuels
Brand identity
A category we had not worked in before.
An identity for a green-fuels company: technical, industrial, and new to us.
We did not know the industry.
So before drawing, we learned its words, and mapped that vocabulary to possible routes.
The question
How do you design for an industry you’ve never worked in?
Route one, the myth: an Ansuz rune seal, in petrol and amber.
Route two, the process: an A cut in negative space through five refinery strata, in carbon and copper.
Route three, the strength: a rising A holding a drop, in monochrome.
We asked which one feels like you.
The client responded to the strength.
It was then shown two ways: rugged black, and with a green drop in Forest #1F5A38.
Play with it
Which one feels like you?
We showed Asgard three routes and asked that one question. Try each one on, choose, then see what they chose.
The mark of Asgard.
Ansuz is the Norse rune for “A” and the sign of the Æsir, the gods of Asgard. Here it is rebuilt as industrial geometry: a single stem, two parallel branches, set into a solid seal.
Petrol and amber
Refined, layer by layer.
Five horizontal strata are cut by a single A. The letter is never drawn; it appears in the space the process leaves behind. One stratum inside the A is copper: the refined fraction.
Carbon and copper
Strength that protects.
Two strong strokes form the A of Asgard. One climbs higher than the other, giving the mark its sense of ascent. At its heart sits a single drop: the fuel the business produces, held safely inside the structure around it.
The same rising A. Here the drop at its heart turns green: the one element that changes. Black carries the strength; green carries the promise in the name.
Monochrome and rugged
Black, with green at the core
The three marks, their colours, the signage, cards and tanker, and the words beside each mark are all from the routes we presented.
Identity
Three identity routes. Development of the chosen route in two versions. Colour, construction, lockup and applications.
That was the short version.
The full story has every decision, the reason behind each one, and more of the work.
P.S.
Curious enough to learn. That is the claim, and it is the only one we make about this industry.
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