Branding design agency Principals has created a new brand identity for Australian Energy Foundation.

The not-for-profit organisation, formerly known as Moreland Energy Foundation Limited (MEFL), approached Principals to create a new look following the development of a new strategic plan and change of name.

MEFL was established in 2000 by Victoria’s Moreland City Council after the privatisation of the state’s electricity industry.

The foundation’s initial purpose was to reduce greenhouse gas emissions within the Moreland community but the vision has since evolved to leading climate change and energy initiatives across the nation resulting in the change of positioning.

While the heart of the Moreland brand was tied to its Melbourne roots, the new brand needed to open the door to further partnerships with federal, state and territory governments, organisations and institutions.

Following consultation with the foundation, Principals created a bold, smart and approachable identity which speaks to the openness and unity of the organisation.

Visually, the logo is symbolic of an energy burst representing meaningful change. Sun rays link to the new horizons the organisation will reach as it works relentlessly towards the future.

                                                            Before                                After

Australian Energy Foundation chief executive officer, Alison Rowe said: “We are thrilled with the new brand identity which cleverly brings to life the foundation’s refreshed positioning.

“This new look will help us to accelerate our vision of an equitable zero carbon society on a national stage.”

Principals group strategy director, Tim Riches said: “It’s been a pleasure working with the Australian Energy Foundation team on a significant and inspiring cause.

“Our aim was to capture the foundation’s drive to empower communities to take action on energy and climate, and we hope this brand will help them to amplify the impact nationally with a sense of optimism and momentum.