“Our new logo is a bold affirmation of our purpose. It’s daring, yet human — showing that Plug cares deeply about saving our planet and its people, while reducing customers’ costs. It anticipates a future where Plug is a household name and resonates immediately without any translation.”CMO, Plug
Creating the face of Green Hydrogen
How do you transform a brand’s identity to claim their rightful position as the face of an entire industry? Especially in an industry critical to climate change solutions? This was the challenge Plug tapped a combined Oliver Wyman and Lippincott team to answer.
Today, the world is demanding smarter, cleaner alternatives to fossil fuels—exactly what Plug has been perfecting for 25 years. Plug is leading the charge on delivering the world’s first zero-emission Green Hydrogen solutions at scale. Company leadership recognized that, to succeed, they needed tell this story and express it in a way that presents Green Hydrogen as accessible and easy to understand. All while showcasing the brand’s ability to build a better world for both commercial customers and people everywhere.
First, we articulated a new brand strategy that set the foundation for a breakthrough brand identity: for businesses, for people, and for the planet. It outlines Plug’s commitment to solving one of the world’s most pressing problems—how can companies use energy more efficiently, and reduce carbon emissions for the benefit of all? From there, we crafted the brand expression that brings this purpose to life. The new logo demonstrates that Plug is accountable, optimistic, and focused on human progress. Its pictographic nature makes it memorable and intuitive, serving as a bridge between what Plug is now and what it will be in the future: a household name known for making a greener future possible.
The surrounding visual system is clean, contemporary, and inspired by hydrogen—the simplest, lightest element. It’s built on a concept—derived from the hydrogen molecule—of the power of two, two atoms sharing two subatomic particles. This dictates all aspects of the brand system, from the underlying grid to the division of space, from type scale to color palette. With these elements, the new identity offers an elegantly simple way for the brand to communicate the power of an integrated Green Hydrogen solution.
Launched on April 19, 2022, the new brand is poised to help Plug continue its leadership as the producer of renewable energy solutions and as the first global supply chain in the category.