New visual identity for Juwi – Design Diary

The companies Juwi (Wörrstadt) and Windwärts Energie (Hanover), both subsidiaries of the Mannheim-based MVV Energie Group, are merging and from now on appear with a new visual identity.

Juwi (new spelling for the company “JUWI”) is a project development company founded in 1996 for energy supply systems from renewable energy sources. According to the company, Juwi has installed more than 1,200 wind turbines at around 200 locations worldwide in the wind sector; in the solar cell segment there are about 1,850 systems. During the merger of the two MVV subsidiaries Juwi and Windwärts, the newly created company has now acquired a common strategy and a new brand identity. The merger will create a “sustainable energy powerhouse” that will make even better use of market opportunities and potential in the energy transition as the new visual identity is presented.

Excerpt from the press release

“Energizing Sustainability” is not only the new claim, but also expresses the new company’s attitude, aspirations and potential. […] JUWI’s brand identity is reflected in the design principles precise & technical, progressive & visionary and positive & accessible. The symbol of the infinity of renewable energy is the energy circuit, which dominates the appearance as an energy loop. Movement or not, it forms the upper end of the letters.

Juwi branding – business card

A central design element of the new visual identity is a ribbon in different colors and tied in a bow. The ribbon, referred to by the company as the “energy loop”, symbolizes the infinity of renewable energy. Since the spring of 2017, the parent company, MVV Energie, has used a similar sign as a logo sender. At Juwi, the bow acts as a graphic decorative element.

Juwi / Windwärt's logo - before and after
Juwi / Windwarts logo – before and after, image source: Juwi

In the new logo, the letters are now in capital letters. The name Juwi is an acronym consisting of the first letters of the surnames of the company’s founders Fred Jung and Matthias Willenbacher. The letters are complemented by the energy loop, which forms a horizontal line in this context. Blue remains as the primary company color blue, but now appears much richer / stronger, following the trend of strong RGB colors.

The brand strategy and the company’s design of the new company was created in close collaboration with KMS Team (Düsseldorf). The KMS team had already developed the company design for MVV Energie in 2017.

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The “energy loop” is not the only thing that parent and subsidiary have in common. Both entities are also typographically similar because in both cases circular (Lineto) as a corporate font. I like the interplay between strong style (conveys solidity and lasting value), bold illustration (conveys movement / dynamics) and bright RGB colors that match the context. Although the logo may appear a bit clumsy / wood / rough when viewed individually, the company’s design gives a fresh and modern look overall.

In fact, I find the word mark “JUWI” very interesting, also because at first glance it does not look very pleasant. Due to its structured structure – the basic form of the capital letters J, U and W is identical (see illustration) – the word mark has an emphatic technical effect. While everything is in motion with the “energy loop” and colors and shapes are in swing, the word mark is characterized by its letters being strictly separated from each other. The stems of the letters and identical arc radii create a staccato-like rhythm. In a bread script, ie a script where longer texts are set, such a rhythm, where the same is emphasized, is a hindrance, as it makes it difficult to read. As readability is not the decisive criterion for a word mark, but rather brevity, recognisability and independence, the shape of the letters does not pose a problem in this respect.

However, I can see another problem. Horizontal lines of the type seem thicker than vertical ones, and I do not think that this effect of visual perception has been sufficiently counteracted. In my opinion, the word mark appears compressed in the lower area. Although the horizontals in “JUWI” are de facto a little thinner than the stems, which suggests that the problem has been recognized, the fix does not seem sufficient to me. Because the lower area of ​​the “U” seems slightly curved and raised (see illustration). However, this microtypographic detail does not change my assessment that a consistently positive overall picture was created during the rebranding. In fact, some fresh wind for the Juwi brand.

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