Blue1 Energy Equipment

My Role
About the CLient

As a longtime leader in the fuel industry, Blue1 positioned themselves as the one-stop provider of DEF equipment. (DEF, or diesel exhaust fluid, is a fueling additive that reduces harmful emissions from diesel engines.)


The existing logo, dated and cumbersome, featured a drip of fuel that unfortunately resembled a leak—a terrible connotation for a company specializing in chemical containers. Blue1’s acquisition of Titan Chemical Transfer Solutions offered an ideal opportunity to rethink their visual identity.


The proposed update provides a contemporary refresh to their visual identity, reinforcing their market-leading position. The accompanying pattern, derived from the logo, symbolizes energy and sustainability, strengthening their brand presence when applied across their product lines.

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