Wolff Olins collaborated with AES, a fortune 500 global energy company, on their company transformation. AES has been transforming the energy sector with innovation and by investing in local communities. However, the transformation AES has been undergoing over the years was not properly reflected in their current branding and did not convey who they are to stakeholders and outsiders.

To start the project off, they began with a brand assessment. Wolff Olins visited all of AES markets to see the brand in place and to interview internal and external stakeholders. The assessment revealed an opportunity for a closer collaboration between AES and its customers in order to build new types of energy solutions.

Wolff Olins ultimately helped build AES brand strategy, develop expression and migration, and enable a true transformation to take place. Wolff Olins contributed more than a logo change. They helped transform the messaging around the company. They also helped create a visual identity for AES, including things like logo, typography treatment, iconography, and a photography approach. All of these elements can be used in AES communications, whether that be on a file handed to someone in the office, on a hard hat in the field, or used on their website.

If you take a look at the logo, the connected letterforms and gradient helps to create a forward motion representing that AES is accelerating its future. The lowercase letterforms show a “human way” of writing and personalizes it. The colors of the new logo are also more vibrant and brighter which represents energy, the sector that AES is a part of.