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Exelon Lacks Energy

Corporate Jul. 3, 2012 by Armin

Industry / Corporate Tags /

Exelon Logo, Before and After

Established in 2000 after the merger of PECO Energy and Unicom, Exelon is the leading U.S. energy provider with its family of business involved in all parts of the process, from generation to power sales to transmission to delivery. Exelon is the largest owner and operator of nuclear plants in the United States and counts with over 27,000 employees in operations and business activities in 47 states. Exelon’s retail company, Constellation, a company with which they merged in March of 2012, serves approximately 100,000 business and 1 million residential customers. This past June, Exelon introduced a new logo designed by Futurebrand.

Exelon Logo

The new logo depicts the company name beside a symbol inspired by a flag to represent that Exelon is leading the charge. The flag has three colors inspired by Exelon’s commitment to progress, customers and sustainability. It features parallel lines to reflect the many businesses, stakeholders and perspectives working toward a common goal: driving progress for the customers and communities that the Exelon family of companies serves.
Press Release

Exelon Logo

Exelon’s Constellation business unit has adopted a new logo with the same symbol and typeface to reinforce the connection between the companies and to allow them to leverage each other’s brand equity.

Exelon Logo

Exelon Logo

The old Exelon logo was wild. At least for corporate and energy industry standards. Just look at that “x”. But, unfortunately, it fell for the visual cliché of a power button to connote energy and now it looks dated and kind of silly. The new logo drops a little bit of the silliness, but has adopted a look that will look dated fairly soon. The icon is a somewhat smart idea of extending the company’s “E” initial into a flag — and what corporation doesn’t like the idea of being represented by a flag? A symbol of leadership and taking charge. It is competently executed, if gradient-based icons are your idea of good execution. One strange thing is the beveling of the top and bottom stripes, as if they had volume — an effect you can more clearly see in the signage images — which flags don’t necessarily have, so it’s a little contradicting that it’s meant to be a flag, but it doesn’t quite behave like one. The wordmark is set in DIN, bland and corporate, especially set in good ol’ fashioned blue. Despite the gradients and bevels, the logo comes across as flat and without energy. If only it had a power button to “turn it on.”

Thanks to David Plews for the tip.



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