Neoenergia presented this Wednesday (5/24) its new brand designed to strengthen the company's values of sustainability and innovation. State-of-art, the evolution of the visual identity maintains the commitment to environmental preservation evidenced by three key elements: renewable energy represented by green; water by blue; and the sun, by orange. The new brand also evolved to facilitate its application, generating greater contrast and better visualization in digital media, which means a simpler, more usable and accessible visual language.

“The change is in line with our strategy to position Neoenergia as a brand that continues to be a pioneer in its commitment to decarbonization and people's well-being”, says Eduardo Capelastegui, CEO of Neoenergia.

The executive adds that the new brand is directly meeting the commitments of Iberdrola, the Spanish group, world leader in renewable energy and controller of Neoenergia. In this way, the evolution will act as a link between all the countries where the company is present, including Brazil, and will be integrated in a digital first phase to gradually be adapted to physical formats. For the evolution of its brand's logo, Neoenergia collaborated with Design Bridge and Partners, a company specialized in branding from the WPP Group.

“The brand is in line with a need to adapt to an increasingly digital world. Although it aims to maintain the origin, the essence and values will allow a simpler application in all formats and supports. The proposal is to anticipate society's energy demands in order to find the best solutions that preserve the environment for future generations”, says Lorenzo Perales, Marketing Director at Neoenergia.

A more sustainable brand

Another objective of the development process is to provide more engagement to make the brand even closer to the public. Therefore, the brand is more readable and 50% lighter, which allows for more download speed and guarantees lower energy consumption, costs, and time. The new typeface, IberPangea, is more efficient and readable and has been designed to work effectively both in the digital and offline world.

With more agile resources, use is favored, as it has contributed to the reduction of carbon emissions: the rules for applying the brand have become more simplified, helping with its implementation, from an ecological design to the choice of materials, reduction of waste, energy saving or local production.

The evolution of the brand will be carried out in a sustainable and gradual manner. The logo will be replaced based on medical and sustainability criteria, as brands are designed to coexist in time and space for as long as necessary.

Click here to watch the video with the presentation of the new brand of the Neoenergia group.