| Story | FuelCell Energy has been a beacon of optimism, innovation and strength in the energy sector since its founding in 1969. In more recent years, FuelCell Energy underwent an evolution that repositioned the company as a leader in the clean energy industry. Although the company had significantly shifted its practices and focus, its brand identity had fallen behind in effectively communicating the new core mission. VSA Partners joined forces with FuelCell Energy to take its renewed corporate purpose—to enable the world to live empowered by clean energy—and translate this into a communicative brand expression system. We helped FuelCell Energy reimagine its entire identity as a provider of safe, secure and practical solutions for achieving carbon-zero output. This reimagination included delivering a new brand look that includes a logo redesign, typography, the creation of a bright and progressive color palette and a new brand expression system. FuelCell Energy’s new identity is full of symbolism meant to express the creativity and connectedness of the FuelCell Energy brand, and its purpose of empowering the world with clean energy. |
