Joules Accelerator
summary
client
Joules Accelerator is a nonprofit energy startup incubator supported by Duke Energy.
goals
My team was pulled in to help with identity design and provide basic website and writing guidelines.
challenges
We needed to deliver simple guides that a team of two salespeople could implement on their own.
I started with one of the few assets provided - their existing logo. The styling of the logo mark was outdated - but I liked the shapes I could see in it. I played with the original lines: creating shapes, overlapping them, combining colors, and shifting placement. The primary shades - dark blue, mustard yellow, bright red - were inspired by photography Joules was using on their website.
I also liked the right alignment of the text in the primary execution, and that alignment fit with the updated logomark.
Red
#ee2657
Black text
Orange
#e36b38
Black text
Yellow
#d6b01b
Black text
Green
#82ad5e
Black text
Blue
#037285
White text
Purple
#b873a8
Black text
Joules runs several sessions a year, and a wide palette - with the addition of orange, green, and purple - gives Joules an easy way of differentiating them.