Electric & Genim: logos for technical brands

Context

Genim is a building services and thermal engineering consultancy based in Lyon (Caluire-et-Cuire), specialising in HVAC (heating, ventilation and air conditioning), plumbing, electrical work, fire safety system coordination and thermal studies. The practice acts as design and site supervisor (maîtrise d’oeuvre) on new-build and refurbishment projects, for social housing landlords, commercial property and private housing. It holds RGE Études certification, the French label for recognised energy-efficiency expertise, for energy audits.

Electric is a brand tied to the same technical ecosystem, positioned on the energy and electrical installations side.

Both entities needed visual identities able to convey the rigour, reliability and technical command that building engineering calls for.

Issues identified

Sector credibility: in building engineering, the visual identity is a signal of professionalism to project owners and architects
Differentiation: creating two clearly distinct identities despite a shared business world (building services, energy, thermal engineering)
Versatility: the logos have to work on technical drawings, engineering reports, site signage and digital media

Creative approach

1. Analysing the sector

Studying the visual codes in use in building engineering set the framework: clean geometric shapes, stable typefaces, a restrained palette. The challenge was to respect those conventions while giving each brand its own graphic singularity.

2. Geometric construction

The design work rested on strict principles:

• Construction on a grid with carefully controlled proportions
• Pure vector shapes, with no ornament or superfluous effects
• Typefaces selected for their visual stability and their technical character
• Legibility tests in real usage contexts: AutoCAD drawings, title blocks, PDF reports, business cards

3. Controlled differentiation

Despite a shared methodology, each logo received its own treatment. Electric builds on shapes that evoke energy and controlled movement, while Genim favours more structured lines, reflecting the engineering and technical study side of its work.

Results

• Two distinct, coherent identities, read immediately as professional within the construction world
• Logos that work across every medium: technical drawings, thermal study reports, site signage, the website
• A geometric construction that keeps both brands durable and legible at any size

Impact

Genim now uses its visual identity across all of its deliverables: thermal studies, HVAC calculation notes, tender documents, and its website. The rigour of the logo reflects the consultancy’s positioning directly: precision, technical expertise and seriousness.