Creativity For The Energy Revolution

Germany is on the brink of a crucial change in its energy policy. The question is: Will we continue with hazardous nuclear energy and climate-damaging charcoal or will we focus on a consistent change that will lead to renewable energy? If all our energy is focused on the expansion of renewables, by 2050 Germany will have covered up to 100 percent of its power requirements with sun, wind and water power as well as biogas and geothermal energy. Through this, we will be capable of meeting an enormous challenge for all mankind: the climate change.

In September 2010, the federal government wants to submit a national energy concept which will codify the energy policy for the next decades. The black-yellow coalition supports the extended operating times of nuclear power stations as well as the expansion of renewable energy. Experts, however, doubt the successful coexistence of both energy sources. Even the Environment Council of the federal government stated that extended operating times will inhibit the extension of renewables.

The environmental group Greenpeace wants to accompany this process with a campaign in which as many parliamentarians as possible shall declare themselves in favor of the use of renewables. For this purpose, Greenpeace wants to exert pressure on the internet and in the street in a communicative way.

To support this campaign, Greenpeace is looking for a logo which accompanies the online-activities of Greenpeace (e.g. on facebook, MySpace, GreenAction, greenpeace.de etc.). The logo shall also be used on sign-up lists, stickers and as a flag on balconies. Therefore, the design of the logo needs to meet these guidelines. In the same way as the “atomic sun” became a recognizable symbol of the anti-nuclear movement, the new key visual should symbolize the following: The person carrying this logo expresses his or her a 100 percent commitment to renewables instead of nuclear energy and charcoal.

The problem is that attributes like “renewable” and numbers like “100%”, “2050” make it sound like a dull topic. Thus, in order to disprove that, it is even more important to create a logo which is appealing, funny and cheerful.

Greenpeace is a non-violent, independent and charitable environmental group. Since 1971 Greenpeace advocates the protection of livelihood throughout the world: non-violence is its main principal. The organization is independent of governments, political parties and economic stakeholders.

Come up with a logo / key visual including a tagline that expresses the following: Germany can, and indeed must, produce a 100 percent of its future power requirements from renewable energy. Renewable energy is clean, secure and inexhaustible. It is the future, it benefits Germany, and Germany’s citizens should come to the conviction: “I’m for it”.

Main target group: ethically orientated middle-class and post-materialist thinking citizens with environmental awareness.
To all people who are in favor of renewable energy, and against nuclear power and climatic collapse, the logo shalll encourage their “coming out” as a supporter of the energy turnaround. 

• simple,
• positive,
• towards the future,
• likeable
• perhaps provocative, bold and funny

• Include the Greenpeace Logo in the Key Visual.

Click on the following links to download working material and additional information related to the project.

• Logo.png