IDEO helps fuel ambitions of nuclear start-up

A new atomic identity has been created and a website has been designed to inform and educate the public by demystifying the science and technology behind Transatomic’s “revolutionary” idea.


IDEO has helped brand and position start-up Transatomic as a safe and viable energy company, which can “revolutionise the nuclear industry”.

Transatomic was founded in 2011 by two MIT Nuclear Engineering graduates, Dr. Leslie Dewan and Mark Massie. Their aim is “to create abundant energy and a healthy world”.

They say they have already designed a nuclear reactor that consumes nuclear waste and delivers clean energy.


It uses a molten salt reactor, a method abandoned in the 1960s, which Transatomic says it has improved upon.

This “challenges the status quo” as most nuclear power stations use a light water reactor, which produces waste.

IDEO was tasked with creating an identity and with communicating this message clearly, which it has looked to do by designing a website.

Within it infographics aim to demystify the science behind the idea, a timeline of goals is set out, architectural renderings of the plant are shared, safety is clarified and a glossary of terms is explained – all in a bid to win the public over by informing and educating them.

View 01 - Plant Exterior C-1Screen Shot 2015-10-13 at 17.29.08Screen Shot 2015-10-13 at 17.27.54Screen Shot 2015-10-13 at 17.27.34

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  • D Conran October 14, 2015 at 12:10 pm

    The broken lines, sporadic placements of elements and the range of variants looks more hazardous than safe.

  • George Kay October 14, 2015 at 9:21 pm

    Like the identity, particularly the colours. The website however, looks like pretty much every other website release within the last couple of years. In fact it looks like a template in my opinion. Each to their own of course.

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