POC Energy — A brand as clear and robust as its EV chargers – built for Nordic conditions and the people installing them.
POC Energy developed EV chargers for the Nordic climate – robust products for electricians and professional users. My role was to build a brand identity that reflected the same logic as the product: clear, durable and free from unnecessary noise. We built the system by removing rather than adding, drawing on symbols from the world of electricity and a stripped-back visual language. The result was an identity that holds up equally on charging stations, packaging, sales material and technical documentation – built for the people who actually install and use the product.
Targeted toward electricians and businesses, these chargers cleverly repurpose existing motor heaters, enhancing sustainability and streamlining setup. With options for recharging things like bikes or tools, as well as your car, POC’s solutions helps making everyday life a bit more straightforward. The brand identity reflects POC Energy’s commitment to simplicity through a minimalist approach.
Logo and Typography
The logo design takes simplicity to the extreme. Instead of a complex graphic file, the wordmark can be written using the company’s main font in bold, eliminating the need for a separate logo file. This approach not only simplifies brand application but also reinforces the company’s ethos of uncomplicated solutions.
Symbol
The accompanying symbol is a representation of pure simplicity, consisting of just two lines: A diagonal line and a horizontal line.
This simple geometric form serves multiple purposes. It represents the universal switch symbol found in electrical schematics, emphasizing POC Energy’s role in connecting vehicles to the power grid. The symbol subtly nods to the company’s name, POC, which stands for Point Of Charge. The symbol can also be animated by “turning on the switch” and by so visually showing the access to the energy in various ways.
Our icon style is inspired by electrical circuit diagrams. The icons should immediately convey their meaning and purpose. Simplicity is the key to clarity.
The scaled-down approach extends to all aspects of the brand identity, creating a cohesive and memorable visual language that resonates with POC Energy’s target audience.
This streamlined identity system allows for easy implementation across various touchpoints, from digital platforms to physical charging stations. By aligning its visual identity so closely with its core values and product offerings, we have created a brand that stands out in the competitive EV charging market.
The company’s focus on simplicity and functionality is clearly communicated through every aspect of its identity, reinforcing its position as a user-friendly, reliable solution for EV charging in the Nordic region.
