To compete in an industry rapidly being deregulated, Philadelphia Electric Company needed a revitalized brand identity. Their current brand had not been changed since the 1920s. And to take advantage of growing business opportunities for their products and services beyond Philadelphia the company decided to change the name to PECO Energy.
Selected to develop the new brand identity, Kass Uehling was asked to retain the well-recognized diamond shape of their previous logo. We created a fresh, contemporary symbol linked to PECO Energy which retained qualities of the earlier logo while signaling a new era for PECO. We then created a system to express the brand persona in everything from customer statements to vehicles. When PECO merged with ComEd, we streamline the PECO signature to accommodate the brand architecture we developed for Exelon, their parent company.
