Gallery: The Nuclear Waste Startup Aiming to Rebrand Atomic Energy

  • Image may contain Electronics Pc Computer Laptop Computer Hardware Hardware Keyboard and Computer Keyboard
    IDEO / Transatomic
    01

    Transatomic 3

    Transatomic is a young nuclear waste startup that wants to give atomic energy a better name.
  • Image may contain Electronics Phone Mobile Phone Cell Phone Coffee Cup and Cup
    IDEO / Transatomic
    02

    Transatomic 2

    For most people, nuclear energy is confusing. “It’s much easier to start spouting out numbers and talking about the purely technical benefits of a technology. You need more than just the purely technical. You need the human face, a human voice," says co-founder Mark Massie.
  • Image may contain Building Architecture Human Person Convention Center Office Building City Town and Metropolis
    Jeffrey Olinger, Architect
    03

    Transatomic 5

    Transatomic worked with IDEO on a cheerful, transparent website and brand identity book. It even includes renderings of what the plant will look like.
  • Image may contain Architecture Building Planetarium Vehicle Transportation Airplane Aircraft and Convention Center
    Jeffrey Olinger, Architect
    04

    Transatomic 4

    The plant will mimic the undulating seafloor, a nod to the pressurization method the company will use. The logo, which was influenced by Paul Rand's midcentury branding work, is in the corner.
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