Logo design for Clean Fuel and Team Britannia

Brand identity for the most advanced emulsified fuel brand in the world, powering a game-changing global circumnavigation attempt. In 2016, ocean adventurer Alan Priddy set out to build Excalibur, a wave-slicing powerboat on which Team Britannia would aim to beat the coveted circumnavigation world record — just under 61 days, at the time of writing. Alan founded Clean Fuel to produce Hydro Diesel: a revolutionary emulsified fuel designed for the marine and power sectors. Clean Fuel needed a refreshing, timeless logo to reflect the environmental credentials of their product. I visited Excalibur at Team Britannia HQ back when it was just a skeleton of the impressive craft it’s become today. As I’m writing this, COVID-19 has put progress for the boat’s construction and subsequent seaward venture on hold. Check the Team Britannia website for the most recent updates. So, the logo: ‘Hydro’ and ‘Clean’ are set in a cool blue, in crisp sans-serif type, while ‘Fuel’ and ‘Diesel’ are presented in a more robust slab face, filled with a relaxed but confident green. A small sprout rests on the thick serif of the ‘L’ in ‘Fuel’, nodding to the green credentials of Clean Fuel Ltd.’s work. As well as gracing Excalibur itself, the Clean Fuel logo has popped up on the uniforms and banners of Team Britannia crew members at all manner of marine events, and in photos beside many important maritime and naval figures, including the moment Alan Priddy was presented with an HMS Diamond ship's plaque by Commander Marcus Hember.