Branding an Anglo Scottish electricity 'superhighway'

SSE and National Grid

Branding an Anglo Scottish electricity 'superhighway'

SSE and National Grid

The Challenge

Simplify were tasked with the challenge of creating a brand identity for EGL2 – a 2GW high voltage electrical ‘superhighway’ cable link to be built between Peterhead in Aberdeenshire, Scotland and Drax in North Yorkshire, England. Due for operation in 2029 it will unlock the rich renewable energy capacity of Scotland and significantly increase the UK’s capacity to deliver clean energy for around two million homes in the UK.

The Solution

Simplify created a symbol from the ‘e’ and ‘G’ of ‘Eastern Green’ and also represented the cross section of electrical cables. This was complemented by a sustainable colour palette and images that reflected offshore wind energy, the engineering challenge and the benefit to the local communities.