Full Circle Continuous Improvement has been making waves as change consultants for seven years. Their managing director, Liz Allan, spotted a gap in the electric vehicle industry. As an EV driver herself, Liz found that the charging infrastructure in the UK is sadly lacking and will hamper the conversion from traditional combustion engine vehicles to electric. However, these problems can be overcome by making changes to the operation and service delivery of organisations that are responsible for creating and supplying the EV charging network.

Combining Liz's passion for environmental support with Full Circle's expertise in change consultancy, Full Circle changed their direction to target charge point operators and other EV charging organisations. As a result, Full Circle needed a rebrand to support its new direction and appeal to its new target audience.

The logo features a pair of circles in the centre of the wording, showing that Full Circle's clients need them to get right into the how their businesses work, to help facilitate positive change.

The nested circles with horizontal split in the middle is reminiscent of a sunrise. This represents new opportunities and new beginnings that working with Full Circle will give their clients as well as creating a visual link to nature and the planet.

The lettering is an unusual and glitchy geometric sans serif typeface. The mix of curves and unexpected corners creates an unusual and disruptive look. Full Circle’s approach is to help their clients make positive change, and that can only happen if clients are willing to try something different.

The bright blue and lime green connote Full Circle's environmental concerns – with the lime green being a clear visual link to the EV industry. These colours, with the bright pink, a colour rarely seen in the EV industry, give a sense of Full Circle's energy and commitment to drive positive change. The dark purple connotes both creative solutions and a high-quality, personal service.

An approachable but authoritative condensed sans serif typeface has been chosen for headings and prominent information to complement the logo. This has been paired with a rounded, geometric, friendly but technical-feeling sans serif for body text. The forms of both typefaces are open, clean and crisp, which help express the sense of clarity clients of Full Circle have.

The colours of the logo itself are really bright and vibrant, so to support these attention-grabing hues, we have selected a dark green, a cool grey and off-black. The dark green is another nod to the EV industry and with the other supporting colours, give a sense of quality, experience and knowledge.

While designing the website, we developed a flexible graphic device from the outer rings of the logo. The segments of the circle ring can be divided into smaller segments, enlarged, outlined, and filled with different colours from the brand's new colour palette. These give a sense of movement, progress, and tailored solutions and can be manipulated to suit content and layout. These flexible circle devices can be used as objects to house images or to link content areas together.

Full Circle were delighted with their rebrand and now feel confident when presenting their services to potential clients. Their bold, new look was completed just in time for their attendance of Everything Electric London. Full Circle continue to build on their growing presence in the EV market.