Direct Énergie is a French power company, formed in 2003 after the energy market was opened up to private competition. In July this year it merged with another electricity company called Poweo. This presented the opportunity to introduce a new corporate identity, which was launched last week and was created by Dragon Rouge.
The new symbol is a circle, representing unity and togetherness. Its yellow colour is for warmth and optimism and the wordmark is set in rounded lowercase letters, which should convey proximity to consumers.
"A few years ago, Direct Energie's positionning was defined as an 'electricity supplier as reliable as the historical incumbent but cheaper'. It enabled the brand to stand out. Today, with the growing number of renewable energy sources, electric vehicles, and home automation tools, Direct Energie wanted to go further and position itself as 'everyone's new energy partner'. Being at the heart of people's daily needs, becoming involved alongside them, taking more environmental responsibility, all these values needed to be highlighted in a strong and well-defined identity.
Forward-thinking and simple, our creative solution honours the strong values of the brand. The new identity embodies the name: it refers to energy in a blunt tone. A circle is used to symbolise union, the yellow colour brings warmth and optimism. The symbol comes to life in a fresh and graphic world. It is taken accross all the brand expressions (public, professionnals and institution). The public tagline 'Mon énergie, tout simplement' (in English: 'My energy, simply') puts forward the obviousness of the choice of Direct Energie. Launched in December 2012 through a week of internal events, this new identity was warmly welcome among the employees. " - Dragon Rouge case study
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