What’s in a Logo? For Us, It’s Fish, Water, & Innovative Turbine Design

April 24, 2024

Today we’re unveiling our new logo, created with the help of the stellar team at MacFadden & Thorpe. What’s in a logo? Well, as a company committed to decarbonizing the grid, supporting healthy rivers, and promoting biodiversity, we wanted a logo that would reflect our mission, our roots, and our forward momentum.

The core of our new logo is a circle surrounding intersecting waveforms — symbolizing both the fluidity of water and the graceful movement of fish. The icon, along with the wavelike shape of the “N” in Natel, pays homage to the natural elements we work to protect and also represents the unique curved runner shapes integral to our FishSafe™ turbine designs. 

We’re excited about a logo that…

Reflects our identity
We’ve been  fond of our  old logo since Natel CTO and co-founder Abe Schneider created it in 2009, but over the past 15 years, Natel has evolved, and we wanted our logo to reflect that growth. From the beginning Natel has been dedicated to making hydropower better for rivers. The original logo is a reference to Natel’s first turbine shape, and while it incorporates waveforms that evoke flowing water, it does not highlight Natel’s FishSafe™ designs. In creating a new logo we wanted to carry forward the wave forms and our signature “Nateal” color  from the original logo, reference the curved blade shapes that make fish safety possible, and create a symbol that captures the work we do at the intersection of rivers, fish, and hydropower.

Embraces innovation
At Natel, innovation is foundational to our ability to design efficient turbines that are safe for fish to pass through. When we conduct studies to explore the feasibility of repowering existing plants with FishSafe™ turbines, we combine the key principles we’ve identified for FishSafe™ blade design with the constraints of each unique hydro plant. The sleek and modern design of our new logo mirrors the advanced engineering behind our turbines, while fluid lines constrained by an outer circle symbolize our dedication to pushing the boundaries of what’s possible.

Celebrates the natural world
As a company deeply rooted in our commitment to advancing fish migration and supporting healthy rivers, it’s important for our logo to resonate with the environment we seek to protect. The incorporation of waveforms and fish imagery honors the ecosystems we work within and serves as a reminder of the vital role water plays in sustaining life on Earth.

Is distinctive in its design
Natel Energy plays a unique role in the hydropower space, and we wanted a logo that reflects how we are driven by both conservation and power generation. Our new logo sets us apart with  a design that is evocative of our commitment to the natural world and to advanced turbine design. Plus, it's a beautiful symbol we hope our team, our customers and other stakeholders will embrace. 

Looks ahead
Natel’s new logo is more than just a visual refresh —  it’s a reflection of who we are, what we stand for, and where we’re headed. As we continue working to retrofit aging hydro plants with FishSafe™ turbines and to develop new FishSafe™ plants worldwide, our updated logo serves as a symbol of our dedication to innovation, sustainability, and environmental stewardship, guiding us as we continue to push the boundaries of what’s possible in hydropower and river conservation.

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