The approach for the design was to create a very simple and serious, appearance for the Swiss energy consultant firm. The serif letters for the logo are similar to the ‘LaTeX font’ (a font used in the computer application mathematicians use – where the ‘layout’ is coded). The consultants are mainly mathematicians, they are calculating – when to turn on, which power plant. The information strip on the base of the identity – material is in non serif. The logo is printed in black and embossed, the paper in broken white and rough. We also designed their PowerPoint presentations, because it is their main communication medium.