eenov8

Say it aloud and eenov8 is simply innovate, pronounced with a little extra enthusiasm at the start. Write it down and three things happen. The 'in' becomes 'ee', the 'ate' becomes 8, and a word that usually lives in mission statements starts to look like a part number. In electrification that is a compliment. The products are chargers, inverters, heat pumps and battery packs, and their buyers like a name that sounds as though it comes with a specification sheet.

The logo makes the argument in two colours. The first e is yellow, the colour of a warning label and a spark, and reads as the e of electric. The rest of the letters are white, in a wide, plain sans-serif, until the 8, which is drawn larger than everything else as a ribbon folding back on itself. Tip it on its side and it is the infinity sign. For a business built on sustainable energy, generated, stored and used again, the loop is a fair summary of the job.

There are no mock-ups here, just the mark, and that is honest: the name has not yet chosen between a charging network, a home-battery installer and a company electrifying delivery fleets. Each would suit it. The one thing a buyer should plan for is a word of explanation on day one, because a digit in place of letters always needs saying once. After that, the 8 does its own advertising.