New Energy for Łódź
Promoting a positive image of a large waste incineration project in the awareness of the local Łódź community can be challenging, given the community’s sensitivity to this type of investment. (Łódź is the second largest city in Poland.) It is important to build trust and convince the community that the waste incineration project has a positive impact on the environment and the local community. Openness, education, and dialogue are essential to foster acceptance and a positive perception of this type of investment.
Task
Promoting a positive image of a crisis-prone project of a large waste incineration plant to the local community in the city of Łódź.
EC4 is one of the main sources of energy supply for the residents, institutions, and businesses of the city of Łódź. Since 2010, Veolia has undertaken its modernization to improve efficiency and decarbonization.
Il. 1. EC4
Il. 2. Transformation Plan of EC4
The critical point of this transformation was the construction of a modern municipal waste incineration plant (ZOE). Such an investment in a large city like Łódź is associated with a very serious risk of social project acceptance. Hence, it is necessary to create a positive image.
The starting point of the identification project is to integrate the energy transformation of EC4 into the ever-evolving identity of the city of Łódź. On one hand, this is reflected by creating a name that highlights this dynamism (New Energy for Łódź), and on the other hand, by a visual reference to the city’s coat of arms.
Il. 3. The City’s Coat of Arms
Il. 1. Basic Version
Il. 2. Negative Version
The logo consists of a simple but striking illustration of a rowboat and four sunbeams. It is accompanied by the name ‘New Energy for Łódź’ placed next to the logo. This composition carries deep symbolism and reflects the core values and message.
The primary element of the logo is the rowboat, which symbolizes the journey, progress, and collaboration. The rowboat is a metaphor for active action, determination, and shared efforts to reach the desired destination. It also represents mobility, development, and surpassing limits.
The four sunbeams surrounding the boat add additional symbolism to the logo. The sunbeams are a symbol of energy, optimism, and a new day. Through their presence, the logo highlights the intensity, power, and spread of energy, aligning with the concept of ‘New Energy for Łódź.’
The name ‘New Energy for Łódź,’ placed alongside the logo, represents the core message and motivation of the entire project. It expresses the desire to bring positive change, innovative solutions, and green technologies to the energy sector of the city of Łódź. It signifies transformation, sustainability, and creating a better future for the community.
The entire logo is simple, with well-defined outlines and clear lines, ensuring readability and ease of recognition. The rowboat and sunbeams are distinct, and the name adds additional meaning and context.
This logo symbolizes positive change, determination, sustainable development, and new energy for the city of Łódź. By combining the rowboat, symbolizing movement and collaboration, with the sunbeams, symbolizing energy and optimism, the logo represents a new approach to the energy sector that benefits the city and its residents.
Il. 3-5. Examples of Logo Application
| Yellow #FFD616 | SCSS var $color-yellow | ◯ |
| R 255 G 214 B 022 |
Cobalt Yellow
| Green #199C69 | SCSS var $color-green | ◯ |
| R 025 G 156 B 105 |
Viridian Green
| Olive #97BF0D | SCSS var $color-olive |
◯ |
| R 151 G 191 B 013 |
Olive Green
| Orange #F06D07 | SCSS var $color-orange |
◯ |
| R 240 G 109 B 007 |
Orange
The combination of yellow and green colors in the ‘New Energy for Łódź’ logo aims to convey an overall symbolism. Yellow symbolizes energy, optimism, and new beginnings, while green represents sustainability and harmony with nature.
Together, they create a strong message about ecological innovations and the aspiration to create a better future for the city of Łódź through green energy.
Font
Poppins Bold
Application
Logo and Advertising Slogans
The elegant design aligns perfectly with current trends and captures the public’s attention, giving the brand identity a unique appearance.
Font
Beatrice Regular
Application
Text
The subtle proportions and elegant shapes are the perfect blend of classic and modern. This typography exudes harmony and aesthetics, creating a logo of delicate beauty.
To meet branding needs, a comprehensive visual communication system has been created for outdoor advertising, press, and the internet.
This system ensures visual consistency and clear brand identification across various communication channels.
The visual communication for the Łódź Incinerator has been designed attractively with a positive message.
The visual communication style is based on bright colors such as orange, yellow, and additional green. Orange symbolizes energy, optimism, and action, while yellow reflects joy, creativity, and innovation.
The combination of these colors creates a visually appealing and optimistic composition, aiming to inspire the viewer to adopt a positive attitude and take action.
The Veolia Group’s information campaign in Poland is a response to the crisis situation and calls for solidarity and social responsibility.
Through education and concrete actions, the Veolia Group inspires and mobilizes the community to take actions aimed at saving energy,
in order to collectively minimize the consequences of the energy crisis and move towards a more sustainable future.
We are a creative team dedicated to crafting unique concepts with passion.