EDP has a new brand identity, based on a global vision and a single purpose, and inspired by a permanent way of being: leading the energy transition.
The new brand identity transmits the ambition in terms of a more integrated vision of the company and a purpose to be shared more widely among all the EDP teams.
It is not enough to say: "We want to be 100% green.” Or that carbon neutrality is a goal and the energy transition is the way to achieve it. It is necessary to advance, innovate, present solutions and take the right decisions. And then to have the courage and the confidence to assume before the world this strategy of leadership in sustainability, in the name of the future of the planet. This is the journey EDP has been on throughout the last 46 years, reinforced every day in all the markets where we operate, which is now even more obvious in our new identity.
Following the launch, in 2021, of our new global tagline "Changing tomorrow now", we presented our new EDP brand in June 2022. Based on a global vision and a single purpose, this new identity is a closer reflection of our way of being and our commitment to the planet. As Miguel Stilwell d’Andrade, CEO of EDP Group, recalled: “It is the responsibility of us all to fight for change so that the future of our planet is sustainable and, more importantly, to be part of this change.”
A global vision and a single purpose
EDP has a new brand, based on a global vision and a single purpose, grounded in sustainability. We want to create superior value for all stakeholders: our planet, our people, our communities, our clients and our shareholders.
From this vision springs our purpose: our energy and heart drive a better tomorrow. This positioning requires an agile and efficient global company, prepared for the challenges of the future and placing people at the heart of our whole strategy. "Change has always been part of the DNA of EDP. We are constantly seeking to innovate and anticipate growth opportunities for the company," stresses Vera Pinto Pereira, Member of the Executive Board of Directors. She adds: "Our brand has always adapted to the time in which EDP and our sector find themselves."
The new image positions EDP as a leading brand in the energy sector, reflects the values and human skills of the company and unifies all aspects of our business. A brand open to the power of collaborative ecosystems, engaged with the rhythm of the energy transition, flexible to adapt to constant change and integrated, ensuring resilience at all times.
We share our new purpose with the world in the hope of inspiring and mobilising all of society to care for our planet.
Our energy and heart drive a better tomorrow
With the growth of EDP, which is now present in 28 markets, with more than 12,000 employees, it was inevitable that our brand would evolve to a global, single concept. This new identity is, therefore, to help us position ourselves as a new world-leading brand in the energy sector and the energy transition, and unites all aspects of the business in the common purpose.
Our purpose – our energy and heart drive a better tomorrow – defines the reason we work every day, what unites us, and our vision of delivering a future that is increasingly green for the present and future generations, driving a better tomorrow. The intention is to foster a shared DNA in all those forming part of EDP and to clearly communicate who we are, how we operate and the impact that we want to have on the world.
The world is passing through an unprecedented time of transformation and the challenges reinforce the need for us to be more global, agile and efficient.
People are at the heart of the EDP strategy, such that the three axes of our purpose align with a set of 12 human skills, enabling us to strengthen our efforts and to work on the areas for improvement, so that we are a single team, increasingly aligned, diverse and collaborative. Energy relates to Problem solving, Trustworthiness, Curious learning and Efficiency. Heart encompasses Self-awareness, Collaboration, Mindfulness and Open-mindedness. And the Drive axis covers Impact orientation, Forward thinking, Courage and Embracing change.
Paula Carneiro, Director of the People & Organizational Unit, said, “People are at the heart of the strategy because they are truly the means by which we achieve our goals." She also stresses that at EDP, "Diversity and inclusion perform a central role in the ability to innovate." Accordingly, in placing people at our heart, "We recognise the importance of strengthening our diversity."
Aligning the brand strategy with the business strategy is fundamental for leveraging the force and the impact of the EDP brand to meet the ambitious target of achieving carbon neutrality in 2030. Accordingly, we are becoming a company that speaks with one voice, while respecting the diversity of all the geographies. "More than ever, we must have a global culture that unites the different people, companies and geographies where we work, under a purpose and a brand identity that reflects who we are," said Miguel Stilwell d’Andrade, CEO of EDP Group, commenting on the launch of the new identity.
Transformation, movement and nature: a logo that transmits energy
Creating a new image and identity for EDP requires the creation of a new logo that truly reflects our purpose and our vision. This process was led by Pentagram, one of the most prestigious design agencies in the world, which immersed itself in the EDP culture for months to give colour and image to our new purpose. "The dynamism of the symbol serves to transmit what EDP is today," explained Catarina Barradas, Director of the Brand Global Unit.
We have chosen to have a positive impact. We have chosen the Earth in all of our decisions. We want everybody to join us in the energy transition.
The new logo is based on circularity: of nature, of the planet, but also of the energy generating sun and wind turbines. This symbol represents our ambition for a more sustainable, circular economy and our commitment to innovation, which has made us leaders in renewable energy. The spiral, which originates in nature and is not a human construct, designs itself, reflecting constant movement: the movement of our work and our energy.
The colour red, so characteristic of EDP, did not fit with our new purpose. Accordingly, our new logo adopts a new colour palette – green, blue and purple – that represents nature, sustainability, renewable energy, technology and people.
Catarina Barradas said, “The new visual identity is a natural evolution.” It is aligned with the business strategy, "which reflects our ambition to be part of the solution for the challenges that the world faces." It was with this in mind that Marina Willer led the Pentagram team. She saw EDP as "a very agile, young company, with a strong history", and also "undergoing profound transformation to become one of the world leaders in renewable energy." Marina Willer believes that the new identity reflects an “energetic, elegant and progressive" image.
An up-to-date brand
Throughout more than 40 years of history, we have been making bold changes, reinventing the energy sector. Our ambition is clear: to be part of the solution, to continue to be strongly connected to society and to help shape the future.
If we want to lead the energy transition and be an agent in our communities, we have to know how to communicate clearly and with a specified purpose.
"The energy sector is passing through an unprecedented transformation," said Rui Cabrita, Director of the Corporate Communication Unit. Accordingly, "If we want to lead the energy transition and be a determining agent in the communities where we operate, we have to know how to communicate clearly and with a specified purpose." This is also what drives the profound change to the logo and colours, something that the brand has been doing for decades.
EDP was created in 1976, grew, conquered markets, broadened its activities, expanded business and changed cultures. Inevitably, the brand has adapted as these changes have occurred. The goal is to make the EDP name recognisable in any part of the world.
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