Established in 1981 and headquartered in Ikast, Denmark, KK Wind Solutions specializes in electrical systems for wind turbines providing development of state-of-the-art systems and lean manufacturing as well as overseeing their distribution, installation, and maintenance. With 800 employees in Denmark, Poland, China, and the U.S. the company has 18,000 control systems installed globally. KK Wind Solutions recently introduced a new identity designed by Oslo, Norway-based Heydays.
One defining element is used to visualise the core of KK’s offerings: to control and get the maximum amount of output, from each wind mill. The element is derived from the logo, and are used both in animation sequences, patterns and iconography, to create an effective, simple and bold look in an ever expanding industry.
The previous logo wasn’t too terrible but it definitely did not convey a friendly presence representing a company focusing on alternative, earth-conscious source of energy. With its sharp and blunt monogram and red and black color palette it was a pretty bad match. The new logo solves all those shortcomings and then some. The new KK monogram is built from four identical triangles that hint to the shape of a windmill blade without being an exact replica. The soft corners make for a very pleasant contour that avoids the harshness of most “K”s. I really like the lock-up with the name, placing “Wind Solutions” almost like an exponent (or power-to-the-n) and that both designer and client resisted the need to spell out the “KK” again, trusting that people will be able to read the monogram and name as a whole.
At the core of the identity is the basic triangle shape that makes up the monogram, which is used in multiple ways, from a dense and regulated pattern that mimics wind patterns to a more randomly placed pattern to large full-bleed uses. Surprisingly they all work equally good and never feel disparate or inconsistent.
Overall, this is a great non-literal logo and lively identity that nail the corporate gravitas without sacrificing personality.