Charge Across Town is a non-profit working to get more electric cars on the road and reduce carbon emissions in the Bay Area and across California. In 2012, we were approached to create a new identity for this fast-growing and hard-working organization, and the various programs and campaigns they sponsor. Our original identity was simple, accessible, and conveyed the fun of this somewhat new mode of transport. It also spoke to electric vehicles and the organization’s forward momentum. After seven years of continued growth and extending their reach across California, we were asked to refresh the brand identity as the organization evolves.

The solution involved an updated brand mark that kept the core of the original’s streamlined illustration style and playful, energetic tone. We added a spark symbol that more generally refers to electricity and not just vehicles that are plugged in. We introduced a new typeface that has a modern, approachable feel and is more flexible for use in a variety of applications from print, web and mobile to large scale event signage. And we developed a new color palette that could work with the original so that existing event banners and signage could be used alongside new pieces,preventing unnecesary waste — an important factor for a budget-minded non-profit.