Evolving an icon honoring tradition with a modern touch

Background

GodEl is a Swedish electric company known not only for its energy services but also for its commitment to charitable causes, donating its profits to support various initiatives. The original GodEl logo was a gift from the iconic Swedish artist and filmmaker, Lasse Åberg, whose creativity gave the brand its unique identity. Åberg's logo became synonymous with GodEl’s mission of combining business with a greater purpose, making the logo an important part of the company’s heritage.

Challenge

While the original logo, with its unique artistic touch, served GodEl well for many years, the company was ready for a refresh. The goal was to modernize the visual identity while maintaining the spirit of Åberg's original design. The challenge was balancing tradition and evolution—respecting the legacy of a beloved logo while ensuring that the new design reflected GodEl’s forward-thinking ethos and sustainability-driven mission in today’s market.

Solution

Our approach to the redesign centered on preserving the essence of Åberg’s iconic creation while bringing a modern, minimalist touch. The core elements of the original logo were refined to enhance clarity and versatility across digital platforms and various marketing materials. We introduced subtle geometric shapes and streamlined the typography, ensuring the new logo could communicate GodEl’s values of innovation, transparency, and responsibility.

Result

The redesigned logo now reflects GodEl’s progressive identity without losing the integrity of its roots. It is versatile, easily adaptable across mediums, and communicates both a nod to its artistic origins and a vision for a sustainable future. With the new logo, GodEl continues to inspire and expand its impact, leveraging its refreshed visual identity as it grows its charitable endeavors.