A joint initiative of the ACT, NSW, SA and VIC governments, GreenPower is the only voluntary government accredited program that enables electricity providers to purchase renewable energy on behalf of households and businesses. Having been in place for more than a decade, the Program’s brand and visual identity was in need of a complete overhaul, including a realignment of strategic objectives to improve the GreenPower brand positioning, and to help the Program achieve its mission and objectives in the current marketplace.
Our response revolved around the idea of accreditation as a seal of authenticity and legitimacy. The mark is modelled as a ‘stamp’, or something with the look of an official seal. Built using strong, deliberate strokes, it uses a blend of sharp and soft geometry to evoke an official crest—lending a sense of credibility to the core of the brand, while maintaining an approachability for residential and commercial audiences alike. A leaf shape with an integrated tick helps to immediately identify the logo as one of environmental accreditation, and combines with a contemporary green colour and new, people-focussed imagery to help audiences better identify with the Program and its purpose.