The identity needed to be neutral and independent to all the energy companies involved. The palette is therefore multicoloured for that reason, no one colour is dominant.

The logo is made up from arrows that form a power symbol. Arrows represent the coming together of energy companies to discuss charging reform within the industry.

The identity arrows were also used to create colourful graphics to bring the brand to life. Applications included: a fold-out leaflet, pop-up banners, microsite, email banners, powerpoint template and guidelines.