High Voltage

Clear, adaptable and quick to the point. This is how Swissgrid communicates and that’s the way their identity should feel like. Therefore we developed a highly variable system of a few powerful elements: a constantly changing, yet always self-similar composition of the familiar logo, powerful typography and the striking “Powerbar”, an adaptive and – wherever possible – animated color stripe.

Clear communication enables a fact-based dialogue with professionals, politicians and the public. The form follows the content. Clear layouts, straight lines, high contrasts. The brand typeface – Trade Gothic Next – signals direct, pragmatic communication without further ado. The illustration style and icons also convey this attitude in an understandable and precise design.

Swissgrid uses all channels to fulfill its information task and does not abandon printed or spatial communication. However, the increasingly central role is played by the website. We therefore redesigned it completely. Extensive information can be composed entirely modular into rich and individually visualized content. The different users are addressed specifically. The most important user groups are highly specialized professionals on the one hand and interested non-professionals on the other.

For the latter, major thematic dossiers promote an understanding of Swissgrid’s complex field of activity. The former group can access technical information directly via search or navigation. A novelty is the interactive map function based on GEO data. It offers a realistic representation of transmission lines and network projects.

We supported the internal implementation intensely and over a long time. A broad set of measures embedded strategy and positioning within employees’ minds. Every single day, Swissgrid’s actions determine to a great extent how Swissgrid is perceived by the public and by partners.

Whether to lay overhead lines or underground cables is often a heated discussion. That is why Swissgrid built a visitor centre at the site of the nation’s first underground cable with 380 000 volt. The exhibition explains both technical challenges and political processes to politicians, civil servants, NGOs, residents and the public at large. Visitors can directly post questions or opinions that are going to be published and reviewed.

Electricity is invisible and remains puzzling to many people. We counter this with super clear and understandable visualizations. In doing so, Swissgrid neither falls into naïve-childlike nor elitist-abstract modes of illustration, but always maintains empathetic professionalism.

The structures required to overcome the transmission network and their topographical conditions are impressive. This is expressed in imposing pictures by the well-known Swiss photographer Tom Haller. They enrich Swissgrid’s communication and illustrate their challenging mission.

A functional design language with a strong charisma reflects the attitude of the Swissgrid brand. The move into their striking new headquarters underscores the ambitions of their brand management and releases internal energies. There, the important role of Swissgrid in our country becomes visible.

Cinematic techniques and computer animation consistently continue the linguistic and visual appearance. Swissgrid uses their movement to convey abstract, complex or invisible processes and contexts in a memorable way.

Brand analysis | Brand positioning | Brand strategy | Brand promise | Brand personality | Code of conduct | Design assessment | Logo redesign | Corporate design | Corporate language | Corporate sound | Online CI/CD guidelines | UX and Interface design | Motion design | Printed publications and collateral | Exhibition design | Fairs | Implementation | Launch