April 2020

Geothermal: The Next Generation

Brand Identity

Website Design & Development

Corporate Documentation

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Client

Isabelle Chambefort, Brian Carey

GNS Science

Wairakei, New Zealand

brand strategy

Why

The Geothermal: The Next Generation project is a great opportunity to rejuvenate and modernise geothermal research as well as communicate the concept that geothermal is a gift to New Zealand. With this goal in mind, an all inclusive and publicly accessible communication stream for geothermal is desired.

Insight

Geothermal: the Next Generation program is dedicated to the exploration, understanding and communication of our future potential for high temperature, high pressure geothermal systems. Building on more than a decade of research, this project will minimise exploration and technological risks by locating targeted areas and detailing heat transfer at significant depth. It will research interactions between rocks and fluids at supercritical conditions, modelling system viability and delineating the potential of these resources.

Moodboards

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Design Brief

Values

The qualities that Geothermal: the Next Generation is defined by are: SMART, DEPENDABLE, ENTHUSIASTIC, PROGRESSIVE, INTEGRITY, FORWARD, ORIGINAL, SERIOUS, TRANSFORMATIVE, MODERN, DYNAMIC, HI-TECH

Demographic

This project is for the benefit of New Zealand as a whole and thus needs to be understood by everyone. Although the project has a strong scientific foundation, it is actually foccussed at the non scientist and so needs to distance itself from the white coat, laboratory scientist image that is commonly conjured up by the general public.

Colour

As per the discussion, the colour palette should be kept very simple so there was a strong desire towards Black & White with GNS Science Red (Pantone 187 C) to be added as the accent colour. Stay away from blue, pink, fushia, or any colour that reminds people of a sick dog. (bright, vibrant colours)

Direction

If the project is to be represented by a character it would be a female in her forties, she would be a working mum, not perfect but focussed with a firm attitude. The identity of the project is percieved as being modern, inclusive, dynamic and smart.

Brand identities that this project envisions itself visually aligning with are:
1. Looker: https://looker.com
2. Cup Of Tea
3. Black Mountain: https://blackmountain.bike
4. REI Co-op: https://www.rei.com
5. JOIDES: https://joidesresolution.org
6. IODP: https://www.iodp.org
7. Te Papa: https://www.tepapa.govt.nz
8. BOOM:

Concept Generation

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Final Design

Symbol

The logo symbol has been strongly influenced by Māori design with the elements that make up the symbol having a visual reference to the focus and values of the project

Typography

Brandon Grotesque is the type family used for the logotype with Light and Bold combined to create a distinction and emphasise THE NEXT GENERATION as the key focus.

The stacking of the typography and use of two font weights symbolises the earths surface and the sub-surface source of renewable energy.