EDP Energias de Portugal is a major energy company based in Portugal. In addition to its Portuguese home market, EDP owns the Spanish energy company HC Energía and is present in the United States, Brazil, Macau and Africa. Today, July 1, EDP launched a new corporate identity, created by the New York-based designer Stefan Sagmeister.
The previous "smiling" logo has been around since the middle of the last decade.It was created by the Portuguese brand consultancy Mybrand.
In its place comes a dynamic identity with a bunch of logos made up of geometric shapes. The constant elements are bright shades of red and the white wordmark in the middle, which is still lowercase, but now written with a script typeface.
|Seven logo variants.|
|A map of Portugal|
made up of icons.
The red colour is now used all subsidiaries of the EDP group. The renewable energy division EDP Renováveis, which previously had a green version of the smile logo, is now using a red shape. The EDP name will also be introduced in Spain were it is added to the name of their local subsidiary HC Energía.
Explaining the decision to drop the previous logo, EDP president António Mexia said something to the effect that you don't need be have green logo to be green, and you don't need a smiling logo to say you are happy to interact.
|Previous EDP Renovávies logo.|
The following images were published by EDP.
|A "value chart" with icons for humanity, innovation and sustainability.|
|The EDP lettering can sometimes be used on its own.|
|A few of the many icons.|
|Even more icons.|
|A screenshot of the new website. The logo at the top is constantly switching between different versions.|
|A pencil, an example of when the lettering can be used on its own.|
EDP brand page (archive)
Mybrand pdf (archive)