As a microgrid modeling software with a global presence, HOMER Energy needed a refreshed looked and feel that captured the essence of their brand. With over 150,000 users in 193 countries, HOMER is the established global leader for microgrid design optimization. I developed a comprehensive and scalable design system which can be applied to their marketing efforts as well as user interfaces.
I initially approached the re-design by first creating the logo and color palette system. I created hundreds of sketches and many rounds of iterations of logo marks, color applications and form before arriving at the final design. Once the brand identity was defined, I created a user interface style guide and applied the system to HOMER Energy's Powering Health product.
This brand framework explores HOMER Energy's look and feel, including color, typography, logo, and identity concepts. The logo combines the core brand attributes as well as the energy and enthusiasm of the brand to create a consistent identity. The mark aims to be flexible in its layout and adaptable across print, web and mobile as well as multiple screen sizes.
Early logo explorations took inspiration from objects with circular movement, adding energy and depth to the mark. The mark explored concepts which evoked a familiarity with the renewable energy space, but also had a refreshed and modern look. During the sketching phase, I typically aim for about 100 ideas. These quick and simple sketches helped expand the realm of possible shapes to apply to the brand mark.
I aimed to create a comprehensive brand system that projected a trustworthy and professional appeal while still seeming friendly and approachable. We wanted to set HOMER Energy apart from other companies in the same space by creating a strong mark, energized but appropriate color palette and a flexible type treatment. The entire system is minimalist and adaptable for future product or feature development.
Slight adjustments to the typeface allowed for visual distinction between the letter-forms.
Iterations on the color palette use muted tones with more darker colors. The spectrum uses a high-contrast palette, with color options for user interface actions (warning, success, error or neutral messages). Each palette option uses blue as the central color, which could be used for headers, backgrounds and click-able actions.
With the color palette and mark defined, we could continue refining the brand identity. We chose the typeface Lato, for its versatility and strength. As a newer typeface family (released in 2010), its stylistic direction is familiar, professional but not necessarily following a particular trend.
The flexibility of the palette allowed for applications to user interface design.