EDP aligns identity with energy transition commitments
EDP group companies now have a unique image, following the company's global presence, which is currently in 28 markets. The logo is updated to reflect the company's commitment to being 100% green as early as by the end of this decade.
One year after having reinforced the commitment to the energy transition, assuming an investment of 24 billion euros by 2025, EDP announces a new identity, in line with the company's positioning in the energy sector and its role in society.
This image reflects EDP's transformation in recent years into a more global, inclusive company focused on the future, sustainability, innovation, and social responsibility. In this context, the group decided to update its brand communication and internal culture, to ensure that it continues to reflect EDP's evolution and its ambition to lead the energy transition.
The various companies in the group will have a unique brand identity, representing EDP's scope, which in the last year alone entered 12 new markets. E-REDES and SU Eletricidade, regulated companies operating in Portugal and Spain, will maintain their own identities.
The logo and graphic identity are inspired by the circularity of nature, the planet, and the various sources of renewable energy - the sun, wind and water turbines -, key elements in the company's strategy, which is addressing climate change with an ambition to double its renewable capacity by 2025.
This choice also represents the ambition for a more sustainable circular economy and calls for the constant innovation that is necessary in the energy sector, to respond to the challenge of reducing the use of fossil fuels and energy independence.
The chosen colours – green, blue, and purple – represent the sustainability of nature, clean energy, technology and people andare in line with EDP’s goal of being carbon neutral by the end of this decade, leaving no one behind in this transition. This identity was developed by a multicultural team from the international design agency Pentagram, with knowledge of the markets where EDP is present.
"We have contributed, for over 40 years, to the reinvention of the energy sector and to a positive impact on society. We will continue to lead the energy transition and the decarbonisation of the economy, for a better future. With this evolution we announce today, we want to incorporate in our image and in our actions the pillars of this mission and of a fair and sustainable transition”, states Miguel Stilwell D’Andrade, EDP's CEO.
The new image was presented, first hand, to almost 13 thousand employees by the Executive Board of Directors, in an internal event broadcast from Lisbon to the markets where EDP is present.
This change will be implemented, in a first phase, internally, and progressively, in a process that will take place by 2023.
To communicate this evolution, the international agency Havas, developed an institutional positioning campaign. “We Choose Earth” is the manifesto that gives voice to this change and that aims to mobilise the whole of society in this urgent and necessary transition.
