How and where we get our electricity is changing. As is the world around us.
To keep pace with the momentum driving us all forward, TransAlta’s visual identity needed to move forward too. Beginning with the logo mark; the three ‘A’s’ in TransAlta’s name are reminiscent of electromagnetic coils — evoking a feeling of perpetual motion and progress. While the wordmark illustrates motion, the updated brand colors demonstrate energy. The use of bright colours and gradients work together to accentuate the visual identity, creating an overall sense of momentum. This sense of momentum is observed in a multitude of different touch points: website, iconography, corporate swag, business cards, and advertising.
The overall vibe of the renewed brand is optimistic, progressive, and bold. Much like TransAlta’s future aspirations — carbon neutrality by 2050.