Branding the brains

The smart grid is the "brain" at the center of Oregon's energy future. Smart Grid Oregon—a non-profit trade association—integrates technologies and strategies to make power accessible to companies, technology and consumers. With their launching event on the horizon, the board hired Riley Weiss to develop the organization’s logo, messaging and brand identity.

We attended board meetings and learned about the organization. Smart Grid Oregon was founded by some of Oregon's leading utility, business and political figures. Working in the high-powered energy industry, the association’s brand needed to be in a specific visual space. They needed to look professional—like they belonged at the table.

Riley Weiss developed a stylish, kinetic logo and a brand identity around a "different, smarter grid," using concentric circles and radiant lines. Smart Grid Oregon’s visual system is sophisticated but lively and progressive, evoking competence, experience and forward thinking.