Human After All channel commonplace iconography in Common Power’s electric, impactful identity

Collaborating with international organisation Greenpeace, London-based design agency Human After All have created the identity for Common Power, an initiative launched by the global campaigning network to help push the worldwide transition towards renewable energy and away from fossil fuels, whilst giving back to local communities. “We needed to spark people into action and give audiences a sense of what this project was about when approaching the brand for the first time,” Executive Creative Director Paul Willoughby tells us, capturing this energy through the brand’s prominent logomark. “We wanted to create something that captured the spirit of a people-powered movement and stickers conveyed that energy,” he continues, opting for a symbol that calls on the commonplace iconography associated with household energy. “The icon stickers provide an everyday toolkit for project leaders to communicate creatively across their channels,” Willoughby adds, “helping illustrate the various energy topics and provide plenty of customisability so that the brand can stay fresh over time.” Human After All’s championing use of iconography leads directly to the brand’s recognisability, supported by Google Font’s IBM Plex as Common Power’s leading typeface. Discussing the choice, Willoughby explains that “it’s incredibly clear and powerful in bold upper case,” adding, “it’s also mildly condensed, so it brings a flavour of activist poster design with it,” comfortably sitting alongside Greenpeace’s master brand – an affiliation effortlessly achieved through the logo’s support and the vibrant, electric green hues. “We needed to show affiliation with the Greenpeace master brand,” he concludes, “as this project leverages that strong brand equity and trust that Greenpeace has built over several decades.”