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We are in the process of onboarding senior team members who we would like to be included in the design project and give feedback to the designers. There have been a lot of submissions which is great, although there are no clear stand out 'winners' yet. I think it is important to have time to give feedback to the designers both in terms of what looks good to us and also what we don't like.

A Message for All Logo Competition Designers First, a big thank you to everyone for your submissions and your continued creativity. We are truly impressed with the variety and thought that has gone into the designs so far. We want to provide some feedback to help guide your next submissions and clarify some of our preferences. The following points represent a summary of the feedback we have been providing to individual designers, and we hope it will help you in refining your concepts. ________________________________________ A Note on Progress So Far While we have found elements and features in a small number of designs that show real promise, the majority of submissions have not yet hit the mark. We believe that by reviewing this feedback, the original brief, and the unsuccessful logos that have already been submitted, you can avoid repeating past design choices and create something much closer to what we need. Designers who have been closer to our vision have been messaged directly to continue developing their ideas. ________________________________________ Key Things to Avoid ⛔ To help focus your efforts, we want to be very clear about a few design clichés that do not align with our brand identity: • No leaves, flames, or electric bolts. While these are common symbols for green energy, they are too generic and often misrepresent what we do. Our focus is on the distribution of electrical energy in batteries, not on fire, gas, or lightning. Please also avoid using literal depictions of batteries in the designs. • Avoid designs that are too similar to existing brands. We have noticed that a number of submissions, when put through a reverse image search, show similarities to other logos. Please ensure your designs are unique and distinct. We especially want to avoid any unintentional likeness to companies like FedEx, XAI, Xbox, or SpaceX. ________________________________________ What We Are Looking For 👀 Here are some of the key concepts and design principles we appreciate: • Representing Our Core Concepts: We are exploring designs that subtly symbolise our key business elements. These could include three elements (charging, discharging, and transportation) or four elements (adding a fourth for learning and prediction). We are not prescriptive on the exact symbols but would like the graphics to be meaningful. Any graphics that depict direction or travel should reflect our transactional, "zig-zagging" movement between charge customers and discharge customers, rather than a traditional hub-and-spoke or linear logistics model. Please do not take the idea of "zig-zagging" literally or use Zorro-like 'Z' swishes. Rotational direction could be used to show the loop between charging, discharging, and transport. If a fourth element for learning and prediction is included, it should be seen as a layer that sits across all three of the other elements, rather than being part of the loop itself. But also, please do not get too caught up in the technicalities of all this; do not take it as a prescription that should be followed to the letter. • Readability and Scalability: The logo needs to work across a variety of applications, from vehicle branding to being used on its own. We are particularly interested in a strong X2X graphic that is highly readable and can stand on its own, with a simple yet strong font used for the accompanying company name (e.g., "Energy" or "Group"). • The "Everything to Everything" Concept: We are focused on the idea that our system is "Everything to Everything." This means that if you use the two "X"s in the design, they should ideally be the same colour, or at least look cohesive, to symbolise this equal-to-equal relationship. A difference in colour can unintentionally suggest "Everything to a different Everything," which is not our brand message. • Simplistic but Strong: While we are exploring minimalist designs, they must be bold and impactful enough to stand out. Thin, wispy lines or graphics that look too simple to be a strong brand mark are not what we are looking for. We want something that feels modern, strong, and dynamic. We want to encourage your creative vision. If you have a strong creative feeling to go in a direction that seems to conflict with this brief, please do not be discouraged. We will still consider exceptional designs that stand out and offer a fresh perspective. We are open to a wide range of ideas from designers who are much more creative than we are. Thank you all again for your hard work and creativity.
Added Sunday, August 10, 2025