AES
AES is a Fortune 500 global energy company. The global energy market has been undergoing unprecedented disruption in recent years. AES has been leading the transformation in the energy sector and transforming as a company with a focus on innovation, local investment in its communities and working with customers to create a carbon-free energy future for everyone. However, the new business strategy AES has been executing and the transformation the company has been undergoing was not accurately reflected in its current brand and did not fully convey to its many different stakeholders who AES is, what they offer, and what they can do.
Client: AES
Role: Creative Director
Team: Jan Eumann, Albert Chung, Draeger Gillespie, Ina Faerber, Kate Rinker, Cassidy Moriarty
“The visual expression bridges the legacy that AES has built with the future it is accelerating. The connected letterforms and the gradient treatment create a forward motion, which represents the spirit of working together towards the future. The lowercase letterforms and human way of writing the letters reflects the personal approach that our brand takes. The word itself can be written in one line, illustrating close collaboration “all together.” The colors are more vibrant, bright and fresh. There is an energy that comes from the word itself.”
“The new AES brand goes beyond a logo change. We helped AES form the messaging around how the company talks about themselves with its many stakeholders, including the stories they tell and the tone use when telling them. We created a visual identity, including logo, typography treatment, iconography, and photography approach, to be used in all of AES communications, both online and offline. ”
““AES has become a global leader in the transformation of the energy sector. Together with our customers, we are accelerating a greener, smarter future. The new AES brand, developed together with our people, key stakeholders and Wolff Olins, encompasses that message and purpose.”
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