A full reimagining of the visual identity of charitable Swedish electricity company

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Electricity with a cause

GodEl is a Swedish electric company that donates all its proceeds to charity. A unique ambition to contribute to a better world.

Godel approached Most seeking a partner to help develop a new visual identity for the unique electricity platform.

Together with GodEl, Most re-invented the logo created by icon Lasse Åberg. The visual identity was given a tonality better suited for the company’s updated target group and digital context.


Light rays and various graphical elements give repeated winks to the classic logo, all connected to the roots of the company and its circular approach. The identity span across all channels of GodEl’s operations, earning the company visual brand recognition through continuity.

Most has created a platform that the company can grow with. Optimised for digital use, GodEl’s new look matches the originality of the business.