SmartHome Brand Brief:
UpEnergy is a U.S. based social enterprise that fights poverty, improves health, and protects forests by making clean energy technologies available to more people in the developing world. UpEnergy provides low-income households with clean burning cook stoves to reduce indoor air pollution caused by the burning of wood in traditional kitchen fires. Water purification units are provided to reduce the need to boil water and reduce the risk of water-borne disease. They also provide solar lighting to enable households to be more productive in the home without the risk of dangerous fires caused by traditional kerosene lamps. These projects are paid for by carbon credits that are generated and then sold in the carbon markets. UpEnergy specializes in attracting investment for these types of projects in order to scale the social impact to those in need.
The name “UPEnergy” was selected to signify the use of clean energy as a means of uplifting those in need. It is the use of clean technology to help countries develop in a sustainable manner and create a better quality of life for those residents that we work towards. UpEnergy and the UpEnergy brand was developed and is used primarily by the company as the face and brand presented to project and equity investors.
UpEnergy is therefore seeking to create a local brand that is more appropriate in a developing world context and strongly resonates with the end customer. UpEnergy is currently operating in East Africa and the sale of clean burning cook stoves is the primary business to date.
UpEnergy selected “SmartHome” as the brand for their East African business and is currently seeking a logo design for the SmartHome brand. SmartHome was selected due the local meaning of “smart” (aspirational, making choices to live smarter) and “home” (inclusive of the family, domestic needs, and has its connection to male duties, the primary decision maker of the home). SmartHome is also easy to understand; UpEnergy customers may be illiterate and English is not their primary language. The logo should be designed with these customer sensitivities in mind. We are interested in an “emblem” type logo; it should be basic, straightforward, easy to read, and visually impactful. Additionally, the logo should have both a text and a pictorial component and each should be able to stand apart from the other. Designers will be asked to present both of these as separate files.
It should also be noted that UpEnergy customers respond strongly to the messaging that our products evoke a sense of prestige.
• SmartHome brand easily recognized and understood by illiterate customers or customers not fluent in English
• Logos must have a text and pictorial form that can stand alone
• Colors to stay consistent with the white, grey and blue colors of the UpEnergy logo (example logo attached). Salespeople will have light blue polo shirts with this logo on it so please think about how to make this logo stand out on this background
• The logo should also be broad enough that it can be applied to non-cookstove products. In general we will continue to deliver products associated with a healthy lifestyle.