Overview
I was commissioned by National Grid, a leading electricity transmission and distribution company operating in both the UK and the US, to design the logo for their annual Chief Financial Officer (CFO) Awards. The event took place in two key locations—the Midlands (UK) and New York (US). The logo was intended to be used across a variety of marketing materials, including digital platforms and print collateral, as well as being engraved on the awards trophy itself. The design needed to reflect the prestige of the CFO Awards while remaining consistent with National Grid’s established brand.
Objective
The aim was to create a logo that embodied the significance and exclusivity of the CFO Awards while remaining consistent with National Grid's visual identity. National Grid provided a mood board to guide the design, which helped develop a black and gold logo that aligned with their brand, while incorporating the "electricity pipes" motif to ensure the design fit seamlessly with the overall branding.
Challenges
The main challenge was creating a logo that stayed true to National Grid’s brand identity while standing out as a unique symbol for the CFO Awards. The design had to work effectively across multiple formats, including digital and print materials, large-scale banners, and—importantly—being engraved on the awards trophy itself. This required the logo to be clear and impactful across various sizes and mediums.
Process
1. Mood board and concept development: National Grid provided a mood board that clearly communicated their vision for the event. The mood board emphasised a black and gold colour scheme, symbolising luxury and professionalism. I used this direction to create a logo that represented both the exclusivity of the CFO Awards and the energy industry that National Grid operates in.
2. Brand alignment: To ensure brand consistency, I integrated National Grid’s "electricity pipes" motif into the design. This was represented through a golden, abstract star formed by horizontal bars, reflecting both energy flow and the theme of excellence. The design stayed true to the company’s established brand elements while standing out as a distinct mark for the CFO Awards.
3. Colour palette and typography: The colour palette of black and gold was chosen to evoke a sense of prestige and sophistication. The typography was designed to be bold and modern, with "CFO" in a prominent, clean black font, and "Awards" in a complementary gold. The National Grid logo was also subtly incorporated to maintain brand continuity.
4. Final design and engraving: The final design featured a sleek, geometric star made of horizontal bars that symbolised energy and achievement. The black and gold colour scheme gave the logo an elegant yet bold look. In addition to its use across digital and print materials, the logo was engraved on the CFO Awards trophy, providing a physical, prestigious embodiment of the event’s brand.
Results
The CFO Awards logo was successfully rolled out across all event materials, including print, digital campaigns, large-scale banners, and engraved on the award trophies. The design was praised for its elegance, versatility, and ability to balance prestige with brand alignment. Feedback from National Grid’s team and event attendees highlighted the logo’s adaptability and its strong visual identity across all mediums.
