STEP, a transformative UK energy programme with the potential to deliver virtually unlimited energy, has launched its new brand identity, developed by London-based creative agency Among Equals.

STEP (Spherical Tokamak for Energy Production) aims to pioneer fusion energy – a sustainable, low-carbon energy source with far-reaching economic, scientific, and technological benefits. With plans to build the UK’s first prototype fusion powerplant by 2040, STEP is laying the groundwork for a scalable commercial fusion industry.

Among Equals led the development across all facets of the STEP brand, including strategy, visual identity, and roll out.

A brand as ambitious as the Apollo Missions

“The industry for fusion simply doesn’t exist yet,” says Paul Methven, CEO for UK Industrial Fusion Solutions and Senior Responsible Owner for STEP. “As well as designing, building, and operating the UK’s first prototype fusion energy powerplant, STEP is building a whole industry which will benefit the world because we’ll have low-carbon, virtually unlimited power.”

He adds: “The brand is a key part of making this happen. It has to engage and excite a broad range of people – from politicians to school children who might be the future’s fusion industry workers. We needed an agency partner who could distil the complex science and technology of fusion into a clear, easily comprehensible visual and verbal language that will inspire and excite people in the same way NASA does.”

Inspiration with immediate action

The brand’s tagline, ‘The boldest endeavours start with practical steps,’ reflects STEP’s ambitious vision alongside the practical challenges it faces. The identity captures the programme’s mission to establish the UK as a leader in next-generation technology.

Creative Director Nick May said: “STEP has the kind of ambitions we haven’t seen for a long time as a society. It’s a mission that could change the world. We wanted a brand that reflected that, so we took inspiration from ambitious tech brands from past eras like Nasa and Concord. Fusion harnesses the power of a star, so we wanted that to be reflected in the brand identity too.”

Breaking sector conventions

The visual identity defies typical energy brand conventions, using gradients and a vibrant palette of pink, lilac, and dark blue to symbolise fusion, plasma, and space. The bold, all-caps STEP wordmark pairs with an emblem evoking the tokamak – a machine that generates fusion energy. The emblem, an abstract ‘S’ with graphic waves and a central star, underscores STEP’s ambition and nods to fusion science.

A custom font, STEP Sans, designed in collaboration with Pangram Pangram, echoes the tokamak shape, conveying a confident, modern style.

Drawing inspiration from space exploration, STEP branding includes ‘mission patches’ – akin to the badges worn by astronauts – representing the organisation’s departments. Each patch uses STEP’s distinct colours and descriptors to celebrate the teamwork driving this ambitious project.

A Brand to Inspire Change

“At Among Equals, we specialise in simplifying complex science into engaging creative that appeals to diverse audiences,” says Ollie Burch, co-founder and Strategy Director at Among Equals. “Projects like STEP are rare – a return to scientific ambition reminiscent of the moon landings. Just as kids wear NASA t-shirts today, we believe the STEP brand will inspire future generations and spark excitement around fusion energy.”