Among Equals has created the brand identity for the new UK energy programme STEP, aiming to position it as ambitious as NASA’s Apollo missions.
STEP, a government-backed organisation focused on fusion energy, aims to pioneer sustainable, low-carbon energy with significant economic, scientific, and technological benefits. With plans to construct the UK’s first fusion power plant prototype by 2040, STEP is paving the way for a scalable commercial fusion industry.
STEP CEO Paul Methven emphasizes the importance of the brand in engaging a wide audience and portraying the complex science of fusion in an inspiring and understandable way. The brand needed to match the vision of STEP and simplify the science for various stakeholders.
Among Equals, with its background in sustainability and fusion, was chosen as a partner for the project. Creative director Nick May highlights the need for a brand that breaks away from traditional fusion energy visuals and captures the excitement and potential of fusion energy. The brand aims to be futuristic and inspired by past space missions, standing out from typical sun-related imagery.
The challenge lies in creating an identity for a project that does not yet exist, with the STEP project not breaking ground until the 2030s. Despite this, Among Equals strives to make the brand relatable by showcasing STEP’s ambition and collective mission. May explains that they blended the core elements with hints of the technology behind it to create a visually striking brand that is layered with complexity for the targeted audiences.
The strategy of STEP is inspired by the trailblazing and memorable nature of the Apollo missions, aiming to bring excitement to its identity. Taking visual cues from space exploration and legendary tech brands like NASA and Concorde, STEP’s brand includes ‚mission patches‘ modeled after astronaut badges. These patches celebrate teamwork and the collective mission of the project.
The fusion of science and technology behind fusion power and the design of the STEP power plant inspired the logo, typography, and color palette. The brand reflects the forward-thinking and powerful nature of the energy it represents.
The abstract S emblem of STEP represents the shape of the tokamak, the machine at the heart of the STEP fusion energy plant. The star at the core symbolizes how fusion power works, recreating the process that powers stars.
The tagline ‚Forward to Fusion‘ conveys the energy and ambition of the project, pointing towards a brighter, more sustainable future. The unique color palette of pink, purple, and blue sets STEP apart, capturing the innovative spirit of the project.
The wordmark of STEP was created using a bespoke typeface developed in collaboration with Pangram Pangram, inspired by the structure of the tokamak core. The typeface feels modern, innovative, and space-like.
Motion assets visualizing the plasma of fusion were created by Among Equals using TouchDesigner, which have also been reproduced in static images.