Osprey branding
Charging a cleaner future
SERVICES
Visual identity / Art direction / Animation
Osprey Charging, originally founded in London in 2016 as Engenie Electric Vehicle Rapid Charging, is a leading force in the UK’s rapidly expanding EV charging market. With a mission to accelerate the shift to electric vehicles, Osprey is dedicated to providing super-fast public charging with zero hassle for both drivers and property landlords.
In 2020, the company underwent a significant rebranding, prompted by a copyright issue. This presented an opportunity to redefine its identity and strengthen its position as a modern, innovative, and customer-centric brand in the UK EV market.
JMCO was tasked with a brand refresh, including a new logo, typography, colour palette, graphics and animation to support the new name and strategy.
Logo inspired by the bird
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The new logo takes inspiration from the osprey, a British bird of prey known for its agility and precision, aligning with the brand’s emphasis on efficiency and sustainability. The logo’s design echoes the osprey’s distinctive wing patterns, creating a bold and dynamic symbol that captures the brand’s clean and modern ethos.
The animated version of the logo further emphasises this concept, expanding and contracting like energy being charged and consumed - a metaphor for Osprey’s core service and commitment to innovation.
An energetic colour palette
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Osprey’s primary colour is a vibrant orange, which differentiates them in the UK EV market. Orange conveys energy, positivity, and safety - crucial qualities for a brand operating in public spaces. It also ensures high visibility, making Osprey’s charging stations instantly recognisable.
Animated brand graphics for Osprey Charging Network
Inclusive and user-friendly typography
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The clean and modern typeface reflects the brand’s core values of clarity, efficiency, and accessibility. The typeface ensures readability across all platforms and environments, supporting an inclusive and user-friendly brand experience.
Osprey EV’s rebranding is visually striking and distinctive, helping Osprey solidify its position as a leader in the UK’s EV charging network. Clean, modern, and innovative, Osprey is poised to drive the transition to a greener, more sustainable future.
CREDITS
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