“Today, dynamic and vibrant brand identities are no longer just the preserve of broadcast channels or tech start ups.” So says Chris Moody, Global Principal and Creative Director at Wolff Olins, in explaining why the design firm adopted a dynamic cursor to help brand the Enel Group, one of the world’s largest energy companies, underscoring its Open Power strategy. Recently Enel, Italy’s largest power company and Europe’s largest utility, was named by Fortune as one of the top five businesses most likely to change the world.
Moody elaborates: “At the start of the creative process we explored how to visualize different kinds of power, including kinetic energy, physical phenomena and data driven systems. Using what we learned from our experiments, we put a cursor at the heart of the new brand; it’s the starting point of an energy that is always moving, and visually echoes the core behind the power of a light bulb – the filament.”
The cursor informs the look and feel of the new brand and creates a consistent design language. This ensures everything from the word mark logo, to print and digital applications tie back to the principles of the Open Power strategy.
Chris Moody adds, “The brand is intentionally experimental; the cursor can be used in new and unexpected ways to create endless interpretations of Open Power. This means the brand is truly open to others and we encourage people inside and outside Enel to play, innovate and experiment with the cursor.”