British Gas


A new visual identity for the UK's biggest energy provider.


Real, friendly and simply human.

A brand language that expresses a clear understanding and care for real people and real lives, to reflect the new brand proposition, 'Smooth Running'. New brand values were created and introduced to ground everything in being in-tune, down to earth, and pioneering for customers. This carried through into new graphic elements, colour palettes, iconography, a fresh new typeface, infographics and photography.


'A down to earth and pioneering voice'

Fresh new imagery told the story from the home in modern, multicultural Britain by capturing the reality of customer lives in positive, human moments in an enhanced, emotive style. Products were brought to life by capturing energy in surreal spaces - inspired by homely textures, energetic colours and lighting to emphasise the benefit of the products within the home.

The brand new custom typeface was essential to ensure the voice genuinely connected with the customer. Billing and account documentation is a key channel for the brand and one that needed a friendlier approach. Working closely with the team at Fontsmith we created a typeface that addressed this in a series of weights; BG Flame.