Crux
Visual Identity
Efficient finance for the energy transition
Crux emerges as a pivotal ecosystem, for clean energy and sustainable finance, fostering collaboration between developers, tax credit buyers, and financial institutions. Facilitating the seamless transference and management of transferable tax credits through renewable energy infrastructure, the company lays the foundation for a more sustainable future. At the heart of Crux's brand lies the identity created by Order, which has translated the essence of clean energy history into a visual identity that resonates with purpose.
The Heart of Crux's Identity
The identity has a powerful symbol that echoes the lineage of renewable energy development. A masterful embodiment of progress, this emblem draws inspiration from the very origins of the clean energy sector – the waterwheel. Symbolizing resilience, consistency, and evolution, the waterwheel encapsulates the enduring spirit of renewable energy.
Complementing the symbol, Crux's typographic voice stands as a beacon of clarity and simplicity. Its direct and unambiguous design bolsters legibility across the system, ensuring seamless communication. Furthermore, the visual identity extends beyond the symbolic and textual, as illustrative diagrammatics seamlessly blend with the linework of the system. These illustrative elements serve as visual cues, effectively delineating renewable energy categories and enhancing the identity's depth and versatility.
