Rubicon

client company branding brand identity, copywriting, print and web illustrator, photoshop, dimension

Brand Identity for a market disrupting renewable energy startup.

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Research:

I began my research by familiarizing myself with the story that this company is named after. I interviewed the company’s founder about why he chose the name Rubicon and what signicance it holds for the company. I was taught the story of Julius Caeser crossing the Rubicon River in 49 BC and the literal and figurative significance that it holds. This ‘no going back’ ideology that is associated with crossing the Rubicon is congruent with the ideologies of transitioning to renewable energy.

eNERGY COMPANY

SUSTAINABILITY

ENERGY COMPANY

SUSTAINABILITY

SUSTAINABILITY

ENERGY

Identity:

The single initial ‘R’ logomark is representative of the company’s alliterative initials. This forward thinking, disruptive company looks to follow the bold and brave direction set forth by Julius Caesar in his leadership across the Rubicon River. The arrow represents the no-looking-back ideologies that Rubicon Renewables adheres to. The arrow also alludes to arrows commonly found in recycling graphics. The jagged edge on the left side of the R is representative of lightning and electricity. This strong logo looks like it has been around for centuries and can stand the test of time.

System Definition:

The bright yellow signifies electricity and the bold nature of the service that Rubicon is providing. When paired with a dark background it grabs the consumer’s eye and demands their attention and when paired with white it looks clean, fresh, and bright. Familiar Pro is a font that communicates modernity and innovation without sacrificing legibility and formality. It’s good for creating statements and conveying important messages.

Creation:

I started my creation process for this logo with wordmapping and word association. I began my ideation by sketching recycling and exploring logos. From there I started playing with the positive/negative relationship in the logomark. I tried creating an ‘R’ from arrows but eventually decided to incorporate an arrow into the ‘R.’ Once I arrived at the logomark I liked the most I implemented the company name into it. I experimented with different justifications, cases, and typefaces of the text until I found one that I felt fit the company the best.

final application:

Auquio

Achchha Masaala

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