The people of Pure Power came to Chemistry with a fairly clear idea of what their brand identity should NOT be: it should not reflect an organisation of 'tree-huggers', neither should it look like a charity or a green energy fund.

For Chemistry’s designers, a brief like this is often more effective than a briefing from a client that knows exactly what they want to see. This allowed the team to embrace the challenge, take it on an explorative journey and then finally come up with a range of conceptual directions that represented the key brand elements of partnership, strength, clarity and friendliness..

One of this brand's strongest assets is its name. It says it all and works on different levels, pivoting around the juxtaposition and connection of the words 'pure' and 'power'.

Explains Marcel Heijnen, “The typography chosen to reflect the 'Pure' part of the brand is a strong, clean font with plenty of authority but also a certain level of approachability and friendliness, as we designed it all in lower case. The 'Power' element is established by its colour. Knowing that the predictable green was out, the team landed on a zingy and fresh combination of orange and red expressing energy and strength”.

In the early days of the project, the word 'Asia' was still a part of the brand. In the search to give meaning to that particular part of the brand, the team identified ‘the big idea’: a kite.

Simon Wong elaborates, “As kites were invented in China about 3,000 years ago, this symbol provides a meaningful metaphor for the brand. Only in part because of its Asian heritage but mostly because of its strength as a concept; kites fly purely on available energy, with a human hand helping it to take off and then steering it”. The final execution features 2 kites, providing a strong link to partnership and collaboration.

“Developing the Pure Power brand was one of the early strategic decisions of the company that I was particularly concerned to get absolutely right. Engaging with the Chemistry team was a refreshing experience as they have an open collaborative approach which allowed me to share my vision, the challenges and opportunities and ultimately the role that Pure Power would play in defining new approaches in the renewable energy sector. I was looking for much more than just a logo. I wanted a brand that would visualise and embody the personality of Pure Power and that is exactly what the Chemistry team achieved. Under the guiding hand of Marcel Heijnen the Pure Power brand came to life and captured the key elements of partnership, strength, clarity and friendliness. Our brand is distinctive and defining thanks to our partnership with the professional team from Chemistry.”

David Milroy 
Chairman and Chief Executive,
Pure Power