A global leader in decarbonization
Topsoe is a global leader in developing green energy solutions, supplying technology, catalysts, and services to decarbonize every industry.
Topsoe came to Interbrand with 80 years of experience behind them and one big mission in front of them: To become the global leader in carbon emission reduction technologies by 2024. But leader is a big word. And in the busy landscape of climate change solutions, how can brand help a business become a global leader?
Leaders stand-out. Leaders don’t shy away from the limelight, so Topsoe needed a dramatic shift from passive and humble to much, much more extrovert. An eclectic colour pallet which includes neon green, bright orange and lilac makes the brand distinctive and stand out in a sea of sameness. Type and tone also amplify the brand. Topsoe sounds bold and assertive whilst optimistic and inviting.
For Topsoe to be a more public facing brand, everything had to be simplified. Starting with the name, Haldor Topsoe, was simplified to Topsoe. And in keeping with its Scandinavian roots, the brands’ identity combines only the most essential elements to create balance, clarity, and depth. The chosen colours are also environmentally conscious with a low energy footprint on digital platforms and reduced ink usage for print.
Leaders show the way forward. The brand identity positions Topsoe as the how company. The story of why decarbonize has been told many times over. Topsoe isn’t here to join that conversation. They are speaking to the companies who have set their sustainability goals and net-zero targets but need help getting there. Topsoe explains how their solutions solve for climate change by striking the right balance of accessibility and technical depth. Beyond messaging, the identity builds guidance into the experience. The grid system is an anchor and a frame for the identity. It captures the eye and guides the user, making the complex digestible.
Lastly, leaders are ready to go now. Topsoe’s readiness to act today is what makes them a good leader. So our voice emphasizes the availability of solutions ready to deploy. This isn’t pipedreams. If a solution is ready in X number of years, it’s not now. If a solution is far from commercializing, it’s not now. The brand sounds immediate, urgent and ready to act.
Like any chemical reaction, the outcome of the identity was more than the sum of its parts. When the elements come together, the design system feels grounded but flexible. It can stretch to tell stories of thousands of products, services, and solutions. The brand has already been deployed globally across a new microsite, film, internal launch campaign, and external product campaign. It has united thousands of employees under a single mission and is signalling to the world that Topsoe is a leader to get behind.