Climate-friendly powertrain for heavy transport
Etha Drive
The assignment
Visual identity
Web
A collaboration with a focus on lower emissions
Right now, the environmental issue is a really hot topic, yet progress on developing fuels for heavy goods vehicles has been very slow.
Several major players in the transport sector joined forces in 2019 to do something about the significant emissions from transportation and successfully developed a unique, efficient biofuel based on locally produced ethanol with 90% lower carbon dioxide emissions: ED95.
To establish ED95 in the market and raise awareness about renewable fuels for heavy transport, the project was intended to operate as a kind of living world exhibition, but first, of course, it needed a name and a consistent graphic style.
The project had a clear base in Östergötland, but it needed to feel bigger than that. The name also needed to signal that this initiative focused on promoting a new fuel based on ethanol.
The work began with a workshop to explore the direction the client wanted the graphic design to take.
The goal was a logo that is easy to read, clear, confident, and credible. Images used in communication could ideally be strong and bright. And the graphics could represent the playful aspect, but also present facts in a clear and comprehensible way. Based on the material, we compiled proposals for a name, tagline, boilerplate, and visual design.
The images should allow for the use of graphics in an additional layer and reflect the colour palette as much as possible. They should, of course, have a connection to roads, transport, fuel, raw materials or anything else that can be linked to the project.
Everything was compiled into a visual identity manual and then taken forward to a website and a PowerPoint presentation, along with suggestions for how this could be applied in other contexts such as an exhibition stand.
