Stationery and Collateral
The logo was designed using the concept of a flying horse with wings made of natural gas flames. A number of color options were explored, but it was decided to use the standard “blue flame” color commonly associated with natural gas. This was combined with serif text to add a conservative touch, demonstrating the company’s careful approach to managing its financial resources. The logo could be reproduced in color, straight black, or gray. The design was simple enough that it would look good at very small sizes and even if photocopied or sent by fax.
Printed materials included stationery, presentation folder, and a brochure in the form of an executive summary with individual pages describing each project. In this industry, projects can change suddenly, so this was more fiscally responsible than the standard approach of printing a brochure that included the project details. This folder, or the executive summary by itself, would be issued to people requesting more information, and distributed through trade shows and seminars.
Note the use of a horse image in the main panel of the project summary template. This consistent use of photographic imagery added a strong visual tie-in to the company name, helping people remember it.
The company’s letterhead was designed to be conservative to reflect the conservative management style of the company. Business cards used two colors: the corporate “natural gas” blue and a legible orange for impact. This same color scheme was also applied throughout the company’s collateral material and website.
The corporate presentation folder was clean and simple. A grouping of three images included a picture of a horse. The front cover also featured a blind-embossed logo to create a subtle yet powerful impact. In our digital age, techniques such as blind embossing or die cutting are even more powerful because there are ever fewer opportunities to enjoy tactile sensations when looking at information.
Consistent throughout the brand was the use of photographs of horses on all materials. This mnemonic device optimized name recognition.
