Helios Energy: mark, ads, paperwork

Starting point

Helios Energy plans and sells modern heating systems. An appearance existed, but it did not carry far enough, and it was replaced, starting with the mark.

The problem of a company like this is rarely the logo. It is the stretch behind it. Between the ad that makes someone curious and the signature there is a consultation, an analysis, a quote and a stack of paper. If the stack looks like it came from a different company, exactly the trust the ad built is gone again.

Approach

The mark is an HE monogram in a framed square, with the wordmark and the line "Weil Zukunft zählt". The test for a monogram is not the business card, it is the skyscraper: at 318 pixels wide it still has to be a mark and not a smudge.

Yellow, black, white and a curved edge running through everything. In the ads it separates image and message, on the forms it is the header. That way a sheet is recognised as belonging before a single word is read.

It was built for formats that have little in common: mobile banner 640 by 200, medium rectangle, skyscraper 318 by 1200, and the preview image for shared links. Each format gets the same three parts in a different arrangement: the unit cut out against a dark ground, the subsidy figure as a yellow shape, and a button that says what happens next. A skyscraper is not a squeezed ad, it is its own arrangement of the same parts.

The same rules carry the paperwork: data capture and quotation, heating system analysis, supply and service contract, power of attorney for the gas decommissioning, plus flyer and business cards.

Result

A complete set from the first banner to the signature: four ad formats, flyer, business cards and four forms, all in the same hand.