Noted: New Logo and Identity for Alight by Stockholm Design Lab
“A Light Touch”
(Est. 2013, previously Eneo) "Alight is the leading solar Power Purchase Agreement provider in the Nordics. We are committed to helping large corporations save money and do good, now and in the long term, through sustainable solar technology. We build, operate and own solar projects, onsite and offsite, across Europe. With a focused team specializing in solar Power Purchase Agreements (PPA), we are dedicated to bringing success to the corporations across Europe we partner with through solar power."
Design by
Stockholm Design Lab (Stockholm, Sweden)
Related links
Stockholm Design Lab project page
Alight press release
Relevant quote
The Earth revolves around the sun providing light, energy and vitality. This is fundamental for life and forms a key part of the creative concept, through the visualisation of transitions and the necessity of time.
Photovoltaics is the conversion of light into electricity using semiconducting materials. The image language relays this concept, forming a foundational idea that is developed for a variety of applications and future communication needs.
Images (opinion after)
Opinion
The old logo… I’m not sure about any of it, from the unclear icon to the rounded, lowercase sans serif, it didn’t look like anything in particular. The new logo exudes a lot more confidence and professionalism through its crisp icon and simple wordmark — neither are super amazing but they are unquestionably an improvement. The new icon, to me, feels like it’s missing something, maybe one extra slab pointing up? Maybe it’s the animation of the icon that throws me off as that one reveals the “rest” of the icon and I’m kind of digging the sun-like structure it animates through so the end state feels incomplete. Still, I like its tension and the circle it creates in the negative space where the two bars meet. The wordmark is pretty good and I like how tight it’s set. The visual language is interesting as it mixes a number of elements, ranging from wavy and line patterns to abstract, blurry photography that is somewhat unclear what it is but certainly creates arresting backdrops for the minimal typographic arrangements above them. Overall, this goes perhaps in one or two too many visual and conceptual directions but it makes Alight look like a confident, knowledgeable leader in its field.
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