Pacifico Energy

The Tokyo-based energy firm is breaking new ground in the development, investment, and operation of utility-scale renewable energy projects in Japan. Their aim is to contribute to the improvement of energy self-sufficiency for the future of the country, to provide an eco-friendly global environment, and to assist with the development of local communities.

Specialising in solar and offshore-wind power, the company had been in business for five years before moving premises into a purpose-designed office space in the heart of Tokyo. Berthier Associates (a past client of mine) was responsible for the interior design of the new Pacifico office, and they recommended me to create a more fitting Pacifico logo.

The old logo (below, left) didn’t portray the quality of service provided by the firm, and there was a clear visual disconnect between the symbol and wordmark. Additionally, the short and wide dimensions reduced the ability to scale the logo down without hindering legibility. Shortening the brand name to Pacifico not only helps with scalability, but it also identifies the brand in the same way that it’s referred to by stakeholders.

The symbol was formed by first dividing a circular ring into three equal pieces to represent the blades of a wind turbine. The blades were then arranged in a way that suggests rotation and regeneration, before being placed on top of a filled circle that represents the sun. The blades were cut from the circle to create an interesting mix of positive and negative space, and the internal shape was flipped to display a more clockwise rotational direction, similar to that of most wind turbines.

To retain equity, the brand palette is similar to what Pacifico had been using since launch, except additional contrast can implemented with a broader range of blues. The identity also benefits from the introduction of a colour mask to be applied to a brand gallery, giving consistency to the photos used in marketing collateral.