Saatchi’s burst of Future Energy

The deregulation of the energy markets is set to unleash a number of environmentally friendly sources of energy in the UK.

The Energy Saving Trust – backed by the Government – has introduced the Future Energy scheme, with an identity created by Saatchi & Saatchi Design, to further development of alternative power sources. The design group also produced the Energy Efficiency logo for the trust two years ago.

The violet symbol is intended for use in the same way that the recycle logo is currently used; it will be used to show energy supplier accreditation to the programme.

In the future consumers and businesses will be able to opt to pay a small premium for energy services which are more eco-friendly. So far five energy companies have subscribed, says Saatchi & Saatchi Design managing director Mairi Duthie.

“We had quite an open brief, but we wanted to get away from the convention of using green. Saatchi Design’s task was to name the scheme and devise a visual icon and strapline,” she says.

The scheme is being launched this week.