Bloom Energy creates fuel cells that combine water, oxygen, and an energy source like natural gas or ethanol to generate extremely efficient energy whose only byproduct is water.

Bloom came to MetaDesign for help in clarifying its visual identity. "Being green" did not need to be at the center of the message, but appearing visionary was vital. Bloom also wanted to suggest simplicity and elegance: its fuel cells are highly functional and easy to use, and their physical appearance is elegant.

MetaDesign responded to these needs by developing a logotype for Bloom Energy that is spirited, optimistic and human. MetaDesign also produced a useful marketing device to be used in advertisements and promotional material in the form of the "BE" abbreviation for the company.