Identity system for Newberry Geothermal—an Oregon-based energy upstart with some serious east coast backing. The mission of the company is to seek out and harness sustainable, clean geothermal energy from the Newberry Caldera volcanic region of Central Oregon and deliver it to power grids up and down the west coast.
Being a relatively new operation, Newberry needed to present itself in a manner that would inspire confidence in potential investors, developing partners and regulators as well as concerned environmental advocates. From a practical standpoint, this dictated the need for an identity that would project legitimacy, competence, trust and reliability.
Conceptually, I felt strongly that the identity system should be built around a symbol which suggested the sustainable, continuous, cyclical nature of geothermal energy while at the same time drawing inspiration from the basic elements that comprise geothermal energy: FIRE (magma), WATER and METAL (steam turbine).