Redefining a Corporate Brand
The deregulation of the energy industry created a sudden competitive environment forcing power providers to redefine their businesses. The merger of Peco Energy and ComEd called for a new name and identity – Exelon – that reflects the dynamic nature of the new organization. It coveys to customers that the company is outstanding and responsive and not a traditional utility company.

The marketing task force requested an easy-to-use and strong wordmark that would visualize the new organization’s creative and bold values, its promise of excellence and accessibility. The ‘o’ in Exelon was recast as a stylized international symbol for power to express that the company is always ‘on,’ the company is always ‘ready.’

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