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Dynamotive

Situation

As a major player in the renewable and green energy sector, Dynamotive leads the world with its fast pyrolysis technology for producing BioOil and other potentially viable product or technologies. As Dynamotive swiftly advances into the rank of global future energy leaders, its long overdue brand focus and corporate identity system needed new life. Formation SD was given the opportunity to refocus and revitalize the Dynamotive brand.

Challenge

As a progressive, fast growing company, Dynamotive has quickly advanced from a company trying to prove the feasibility of its technology to a global organization that established significant commercial success. The old brand identity system was developed during this transition period and its focus and direction can hardly justify the company's current status. To effectively develop a sophisticated visual identity system containing a wide range of creative brand assets suitable for the company's rising business status, an extensive version of Brand Advantage™ Stage 1 was selected as the brand development program for this project.

Brand Advantage™

We identified that Dynamotive's key business strategy was to position itself as a world leader in the advancement of energy by providing an efficient, renewable and secure alternative to hydrocarbon fuels. With this vision as the aspiration, we determined the phrase "The Evolution of Energy" as the brand tagline that could effectively promote the success of the company while focusing its pursuit of future opportunities. We then created a powerful visual system centered around a soaring, forward-looking "tri-ribbon" representation of the capital "D" that brought consistency to the Dynamotive story and launched the company's promising flight towards leadership in the global energy industry. The first ribbon, in green, represents the biomass reserves, or the agriculture that provides the fuel for turning biomass into BioOil. The second ribbon, in olive, represents the technology and people who implement the systems while the orange ribbon represents the bright future renewable energy will deliver to our planet.