HB11 Energy is developing a new approach to electricity generation that is completely green, safe and does not consume significant or rare natural resources - green and completely safe will always be at the forefront of marketing materials - a difficult message to communicate as much of the population is scared of fusion energy.
It is a fusion approach using hydrogen (H) and boron (B - 11 isotope) - hence the the term "HB11". The approach is significantly different to other approaches to fusion (e.g. ITER and Tokamaks): They use a different reaction only involving hydrogen, aim to achieve the reaction through intense heat and generate electricity from that heat. Our approach uses high performance lasers (non-linear physics) to achieve the reaction, and it creates electricity directly not requiring heat exchanger (e.g. steam turbine) as most power plants do. The message about it be being significantly safer than all other fusion reactions is that there are no radioactive by-products.
The diagrams in slides 17 and 21 of the attached ppt show a key design of the reactor we will be working towards, which are a preferred basis for a logo.
The first serious marketing/fundraising campaign will be crowd funding, so the a target audience of people interested in green energy generation who might like to contribute. As these funds will be used to fund research collaborations, many high-profile scientists will be supporting brand. I.e. it should also appeal (or not repulse) very conservative physicists to some extent.