Edp: EDP BRANDING

Credits & Description:

Category: Consumer Services

Advertiser: EDP ENERGIAS DE PORTUGAL

Product/Service: ELECTRICITY AND ENERGY COMPANY

Agency: SAGMEISTER

Art Director: Stefan Sagmeister (Sagmeister Inc.)

Design/Direction: Jessica Walsh (Sagmeister Inc.)

Design: Xavi Garcia (Sagmeister Inc.)

Design: Stephane Elbaz (Sagmeister Inc.)

Design: Michael Freimuth (Sagmeister Inc.)

Type Design: Ondrej Jób (Www.urtd.net)

Commercial/Exec. Creative Director: Jonathan Notaro (Brand New School)

Media placement: Edp Website - Online Http://www.edp.pt/ - 1 June 2011

Media placement: Edp IPad App - Online In App Store - 1 June 2011

Media placement: Edp Large Format Poster - Portugal Media Landscape - 1 June 2011

Media placement: Edp Magazine Ad - Portugal Media Landscape - 1 June 2011

Media placement: Edp Branded Environment - Porto, Portugal - 1 June 2011

Media placement: Edp Transforming Logos I - Brand Guidlines, Used In Varios Media Formats, On- And Offline Media - 1 June 2011

Media placement: Edp Transforming Logos II - Brand Guidlines, Used In Varios Media Formats, On- And Offline Media - 1 June 2011

Media placement: Edp Illustrations - Brand Guidlines, Used In Varios Media Formats, On- And Offline Media - 1 June 2011

Media placement: Edp Branded Environment And Edp Event - Porto, Portugal; Event Held In Porto, Portugal - 1 June 2011

Media placement: Edp Commercial - Portugal Media Landscape, online media - 1 June 2011



Describe the brief from the client

EDP was founded in 1976 from the merger of 13 of the 14 companies existing at the time, which had been previously nationalized. The brand has changed significantly over the last decade, their energy production had become over 60% renewable and their outlook much more international: They needed an innovative, flexible and transparent visual identity to communicate this change.



Describe the challenges and key objectives

EDP's old logo represented a red smiling mouth placed in a square. The smile was tired and off kilter, but research showed that the company possessed considerable equity in the color red, being the only major brand in Portugal to use it extensively.

As they are the world leader (No. 1 on the Dow Jones sustainability index) when it comes to producing renewable energy, we did not have to go down the usual energy rebranding route depicting a green sun or a leafy tree: When you actually are green, you don't have to flaunt it.



Describe how you arrived at the final design

The new edp identity is built using four fundamental shapes: a circle, half circle, square and a triangle. These four shapes were combined and layered to build 6 unique edp logomarks resulting in a modular identity which is transparent, innovative, customizable, and can evolve over time: much like the edp brand. The graphic language itself includes hundreds of representational illustrations which can be combined to tell more complex stories. The commercial uses this language to introduce the new edp identity, highlight edp's impressive numbers relating to renewable energy and communicate edp's commitment to people.



Give some indication of how successful the outcome was in the market

The identity was extremely well received by all stakeholders, including receiving positive reviews in the Portuguese main stream press.