Contributed by Andy Russell of Dorset-based Salad Creative.

Kingsway Energy brand identity

Kingsway Energy specialises in the supply and installation of solar photovoltaic electricity systems.

We created a brand identity and website that was indicative of the main service offering. The marque is a simple graphical representation of both the sun (obviously) and temperature dials found on the Kingsway heating systems. A suitably creative stationery suite was also designed for the launch of this new business based in Bournemouth.

Kingsway Energy brand identity
Symbol explorations (above and below)
Kingsway Energy brand identity

Kingsway Energy brand identity

Kingsway Energy brand identity

Kingsway Energy brand identity

Kingsway Energy brand identity

The website features a simple ordering system where users can get a quote based on their property information/location and place an order online. The bespoke content management system allows Kingsway Energy to not only modify all areas of the website, but to also manage orders and leads. The final piece in their online marketing suite is a fully automated email auto-responder tool ensuring that marketing emails sent to users are relevant to their stage of the process.

Kingsway Energy brand identity

Kingsway Energy brand identity

View more identity work on the Salad website. Follow Salad on Twitter.

Salad elsewhere on Identity Designed: Wallspace.


September 11, 2012


Reminds me of the “Black Light” case study by Edinburgh based H&A (link: ) posted here few years ago… but less slick and with poorer typography.

The sun/temperature dial idea is a nice one, but think it requires more development – it’s just too straightforward, and where the gradient in the “Black Light” case study feels dynamic, here it feels rather cheap.

Hi Ash,

Thank you for your feedback.

It would appear that this is a hugely unfortunate coincidence and can happen in our industry.

Having said that we are grateful for you bringing it to our attention and hope that the differences between AV Solutions and Solar panels is enough for both identities to co-exist.

You will see from our rational and symbol explorations that this was a concept that we struck on very early. The concept and execution is both simple and straightforward, which is why both the client and we felt it was a good solution.

Kind Regards

Yes I would agree, it is quite hard these days to create a truly original idea and does mean you get instances where there are unfortunate coincidincees – don’t get me wrong I wasn’t casting any aspersions on the team at Salad, I do think it is just by coincidence which are becoming more common even for large organisations.

I do maintain though the end result leaves a lot ot be desired, it does feel dated and lacks certain qualities one would expect from an agency designed identity (type wise specifically) – and having looked at other work by Salad, I am a little surprised this has been chosen to be showcased as there is much better quality of work that could be put forward as a case study.

Ash, to state that the end result leaves a lot to be desired is very harsh. Some of the critiques on identity sites are quite frightening (thankfully not usually this one) and on closer inspection of the critics own work it is often far from perfect. Of course everyone is entitled to an opinion but in this case the work doesn’t warrant such criticism. I think the mark and logo are pretty strong and the applications build on this nicely.

It is unfortunate about the resemblance of the Black Light work but this can happen with such a simple mark/idea. Overall though I think this is a nice identity job.

Yes, unfortunate that it resembles the Black Light work so closely.

But I agree with Martin – Ash’s comments are uncalled for. While a critique should never be shied away from, there’s a right way and wrong way to do it. To insult without offering details of what’s “left to be desired” is simply immature. If you don’t like the typography, why not start a discussion about what you feel could be improved upon exactly?

Of course I am sure my own work is far from perfect, in fact I know I don’t always get it right (I am probably my worst critic). But I am sure if a case study of my own was posted – I would expect feedback both positive and negative. I think people get unnecessarily uncomfortable with negative feedback – but it’s not a personal attack as much as we invest a lot of ourselves into our work.

I genuinely don’t believe this is a quality piece of identity design, there are some fantastic case studies posted here, some that I am indifferent to, to some that I feel are missed opportunities and some I don’t feel are up to scratch and I say what I feel as should anyone else. Of course you are entitled to your opinion just as I am mine, and to that I would say lets agree to disagree.

@John – At no point did I insult.

Maybe I was not clear about my gripes but I can clarify if that helps. I think the typeface chosen doesn’t really juxtapose well with the mark, and the positioning while logical feels awkward. In terms of the wordmark itself, I also feel it is kerned too tight, the bold/light contrast between “kingsway” and “energy” feel dated and the use of the wordmark all in lowercase adds to the awkwardness of the positioning.

I will add in however terms of application taking the symbol and wordmark as it is, I think it is done well.

As I commented earlier on i feel like I can put my 2 cents worth in here. I have to say I like the typeface, looks like franklin gothic or similar maybe? nicely kerned as well so not sure what Ash’s beef with that is really, sorry not meant to be ganging up on you here Ash. Like I said earlier when I first saw this I thought of the Ergo logo, which I really like by the way, so I guess I’m also saying I like this. Unfortunate that it’s so similar to the black light work but this easily happens, and as it goes I’m personally not a big fan of the typeface that they have used. So there you go design can be very subjective sometimes…

@Adam, I think perhaps because both the Black Light and Ergo identities precisely work so well and are so strong and coherent that in my mind this comes up short. There is only so many ways you can do this symbol with text.

I think I am on my own here, but I don’t want anyone particularly Andy and the team at Salad to feel this is a personal attack which some seem to have taken this as.

It’s difficult to argue against the similarities to other logos. But it’s a circle next to some text at the end of the day. 10 minutes of searching the web will throw up 5 more logos that look just as similar. For it’s part there is a concrete rational behind this one.

If I was going to be picky I’d say that there could have been a nice connection with the type in the logo and the type used on the website, for the headings especially.

I did notice too that the disc on back of the business card doesn’t align correctly with the comp slip and letterhead. But I’m assuming these images are mockups and not the real thing.

@Abbas It does align, but when you separate a circle at a curve and pull it down, it’ll appear offset. Once it’s pushed together it’s flush.

My first impression on seeing the name and logo was that it was a gas company (the logo reminded me of a gas ring on a cooker).

I’m not really seeing the sun, but that doesn’t mean I don’t like the logo. I would have liked to have seen the bottom images explored more (the concentric circles). Personal taste only, though.

It’s a nice overall system. I think the overall application of color is what work best about it.

But, Ash’s typography comments +1.

The circle is nice and the gradient is applied deftly; the type could have been a bit less generic and a bit more sophisticated to create a more elegant whole.

I really like this logo and it’s application. The subtle gradient works well. The typography has a dated approach – all lowercase and two weights but it’s a good font that works well with the sun/dial icon. I’ve read some of the comment and feel they are unnecessarily negative – there’s plenty of other logos deserving of criticism out there.

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