Purpose
The Surge brand represents innovation, professionalism, and trust in the clean energy space. Every post, presentation, and conversation shapes how people perceive the company - so consistency is key. The purpose of this document is to ensure all Surge members and partners maintain consistent branding, messaging, and tone across all forms of communication, from social media and presentations to flyers and events.
Core Brand Principles
Surge’s brand identity is built around five pillars:
Pillar | Description |
Credibility | Surge is professional, trustworthy, & backed by vetted partners. |
Innovation | Surge is the future of clean energy: building the Hypergrid. |
Clarity | We communicate with transparency and simplicity. |
Empowerment | We help people take ownership of their energy & opportunities. |
Momentum | Surge means forward motion - building what’s next. |
Brand Tone and Voice
Our tone is confident, clear, and human - never overly corporate or hype-driven.
Voice Guidelines:
Use plain, direct language - no jargon or buzzwords.
Speak from the “we” perspective to emphasize community and collaboration.
Avoid overselling or making exaggerated claims about savings or performance.
Keep communication professional, friendly, and mission-driven.
Example Comparison:
Poor Example | Better Example |
“We’ll save you thousands instantly!” | “We help organizations lower costs and modernize energy systems through clean, reliable technology.” |
“We’re disrupting the entire energy industry!” | “We’re building a smarter, more connected clean energy future.” |
Visual Branding (for Reference)
Members should always use official Surge materials and logos as provided - never recreate or alter them.
Do:
Refer to the complete Surge Brand Guide for clarity.
Use Surge’s official black/off-white/green color palette:
Tech Black: HEX #020202
Off-White: HEX #F0F0F0
Electric Green: HEX #E3FF00
Keep logo proportions intact.
Include emoji icons for Surge product lines when appropriate (☀️🔋🔌💡🏢📊🌎).
Maintain high-contrast, modern design consistent with the platform aesthetic.
Don’t:
Modify colors or add filters or effects to the Surge logo.
Add taglines or text overlays not provided in official templates.
Use outdated materials or unauthorized images.
If you need official logos or templates, email [email protected] for access to the media kit.
Messaging Framework
All Surge communication, whether written, spoken, or visual - should align with this three-part message flow:
1. The Problem
“The U.S. grid is outdated, inefficient, and increasingly unstable.”
2. The Vision
“The clean energy future won’t build itself - Surge is building it now.”
3. The Solution
“Surge connects organizations with vetted partners and technologies to deploy solar, storage, EV, lighting, and smart systems - creating what we call the Hypergrid.”
This simple story creates consistency across all marketing and outreach efforts.
Social Media & Public Mentions
When mentioning Surge publicly:
Use official language that accurately represents the platform.
Avoid personal income claims or unrealistic project promises.
Keep client information confidential unless authorized.
Tag official pages (LinkedIn, Facebook, Instagram, X, YouTube) when appropriate.
Follow Surge’s Social Media Compliance Rules (see related article).
If you’re unsure whether content is compliant, email [email protected] before posting.
Sample Phrases and Taglines
Approved examples for marketing materials and conversations:
"A new wave in clean energy."
"Making clean energy the new normal."
"Building the Hypergrid."
“The clean energy future won’t build itself - Surge is building it now.”
“Your conduit to clean, smart, sustainable power.”
“Surge is connecting people, partners, and projects to build the Hypergrid.”
“A national platform uniting solar, storage, EV, and efficiency.”
Avoid making up new slogans or using taglines that imply guaranteed income, results, or returns.
Summary
Area | Key Guideline | Contact |
Brand Voice | Professional, clear, confident | |
Visual Assets | Use official logos and templates only | |
Social Media | No exaggerated or income-related claims | |
Messaging | Follow “Problem → Vision → Solution” structure |