The challenge

National Grid faced an identity crisis. Their communications were disjointed and lacked cohesion. A myriad different styles existed throughout the business and the company lacked a unifying visual style. Our task was to develop a system that would create a strong cohesive identity across the business as well as change stakeholder perception of National Grid.

Existing logo

The solution

From extensive research with stakeholders we developed a visual language which brought together the different parts of the business under one defining look and feel. We created the concept of lines and pipes as a starting point and developed this idea for all marketing communications.

Branding | Guidelines | Literature | Advertising