ITM Power is a Sheffield, United Kingdom-based manufacturer of PEM electrolysers for green hydrogen production, founded in June 2000 by Don Highgate, Jon Lloyd and John Wreford. The company’s visual identity has undergone a significant refresh in recent years, led by the UK brand agency Create Inc.
Design and History
In 2023, ITM Power partnered with Create Inc. to redefine its brand identity, realigning both visual and verbal expression to better communicate the company’s ambitions following significant growth and change within the business and the hydrogen sector. The project began with an extensive discovery phase, including over 152 hours of desktop research, 80 hours of on-site observation, more than 50 interviews with suppliers, customers and senior leadership, and an employee survey completed by 119 respondents. The research also used AI image generation against green energy prompts to assess how the existing brand was perceived at scale, which confirmed that ITM Power held significant authority and recognition in the market. Rather than moving far from the existing identity, the creative direction evolved it, protecting established trust and credibility while adding confidence and clarity. The refreshed brand was rolled out across employees in 2024, with the website, marketing collateral and other key communications updated shortly after. Create Inc. continues to work with ITM as a brand partner of six years. [1]
In February 2024, ITM Power Plc filed a United Kingdom trademark application for a figurative mark with the text “ITM” covering classes 1, 7, 9 and 11, which include hydrogen, electrolysers and hydrogen generators. [2] An earlier figurative trademark for “ITM POWER” was filed internationally in 2022. [3]
Meaning and Symbolism
Create Inc. describes the rebrand as a “refresh” rather than a full rebrand, updating the surface such as colour palette, typography or logo while keeping strategic foundations intact. The key to the transition was continuity, ensuring enough visual and strategic consistency remained so that investors would recognise and trust the business while experiencing a brand that felt more confident and forward-looking. For a listed company, timing, stakeholder communication and regulatory considerations factored into the rollout plan. [1]
Typography and Design
While the specific typography and colour palette of the current ITM Power logo are not publicly documented in the available sources, the 2024 refresh involved updates to the colour palette and typography as part of the visual identity evolution led by Create Inc. The agency created comprehensive brand guidelines for internal and supplier use as part of the rollout. [1]
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