HOMER Energy

BRANDING & IDENTITY | UI DESIGN

OVERVIEW

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.

sketches

Goals

  1. Rebrand HOMER Energy's identity
  2. Create a unified design system for print, web and mobile
  3. Develop a system for their user interface design

The Approach

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.

Brand Attributes

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.

HOMER style

LOGO EXPLORATIONS

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.

sketches sketches

THE STYLE

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.

template
homer early

Slight adjustments to the typeface allowed for visual distinction between the letter-forms.

template
Variations in letter-form arc of the stems
template
HOMER Energy product logo variations
template

COLOR THEORY

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.

color final
color final
color final
color final
color final

TYPOGRAPHY

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.

USER INTERFACE DESIGN

The flexibility of the palette allowed for applications to user interface design.

template template Read more about this project in my Powering Health Case Study mocks