Make the Invisible, Visible.
The universal symbol for demand flexibility. Designed for industry, advocates, and policymakers to instantly, consistently and universally communicate demand flexibility.
What does the icon represent?
Demand flexibility is the invisible strength of an optimised, cheaper and cleaner electricity grid. It is the ability of our devices, homes, vehicles and businesses to adapt their electricity use dynamically. The demand flexibility icon translates this complex opportunity into a simple consumer visual.
Demand flexibility is hugely valuable. The global market could be worth around $1trillion USD per year, a figure that is set to skyrocket as economies electrify. A third of total electricity demand could be flexible by 2050, roughly equivalent to today’s entire electricity consumption.
Demand flexibility can mean:
Shaping DemandFor example, charging EVs at night when demand is low or in the middle of the day when there is excess solar.
Shifting DemandAvoiding peak demand such as early evening by shifting usage an hour or two before or after peak time.
Shaving UsageFor example, smart thermostats seamlessly adjust to reduce grid strain without impacting comfort.
The Anatomy of the Icon
The Energy Bolt.
A universally recognized motif for electricity, cutting through the center to signify the power in the system.
The Continuous Loop.
Represents the physical flow of electrons, real-time action, and system integration.
The System Diagram.
Maps electricity moving from point A to point B at any scale.
Balancing Arrows.
Illustrates the dynamic balance of supply and demand in a modern grid.
Usage & Guidelines
The icon is built for clarity, scalability, and universal understanding. Consistent usage is essential to build mass recognition.
Core Palette & Minimum sizeThe icon is engineered to remain distinct and legible down to 24x24 pixels on digital interfaces.
Icon Variations
Like the Wi-Fi or Bluetooth symbols demonstrate the ability to connect, the Demand Flexibility icon conveys an ability to use power flexibly.
We need your help to adopt the icon as a tool to drive greater understanding and implementation of demand flexibility. It is a visual tool to drive consumer engagement, policy change and market development.
How can the icon be used?
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The icon is a standardised way to rally and unify support, building the mandate for better demand flexibility policies and solutions. It is a way to demonstrate that grid modernization is already happening in people’s homes and businesses.
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The icon is a powerful translation tool. It overcomes the need to keep explaining the technical term "demand flexibility" and instead start pointing to a recognizable symbol that consumers know means saving money and greening the grid.
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A non-competitive, universal badge to highlight that you offer your customers demand flexibility opportunities.
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A non-competitive, universal badge to highlight that your hardware (EVs, air-conditioners, heat pumps, hot water tanks) and software support the demand flexibility opportunity.
Start using the demand flexibility icon today to drive consumer engagement, advance policies and scale markets.
Start Using the Icon
The Demand Flexibility Icon is an open, free-to-use asset made available by Integrate to Zero. No attribution or credit is required for its use.
By downloading these files, you agree to the following terms:
Purpose: The icon must be used solely to communicate or signify demand flexibility (it is not a technical standard).
Visual Integrity: To ensure universal recognition, the fundamental geometric shape and proportions of the icon must remain strictly unchanged. The icon may not be stretched, distorted, remixed, or incorporated into other proprietary trademarks or logos.
Brand Customization: You are welcome to recolour the icon to match your specific brand guidelines, hardware designs, or user interface requirements.
Language & Translation: For versions of the asset that include text lockups, you may translate the words "Demand Flexibility" into any local language using the appropriate regional terminology.
Disclaimer of Liability: The Demand Flexibility Icon is provided on an "as is" basis, without warranties of any kind, either express or implied. Integrate to Zero assumes no liability for any claims, damages, or legal issues arising from your use or implementation of the icon.