Iberdrola presented this morning an evolution of its brand identity designed to tangibly reflect the reality of a sustainable and innovative company, a world leader in renewable energies, which evolves with the needs of society.
It is an evolution based on its current, highly recognisable icon, which will act as a link between all the countries in which the company operates and which will be implemented in an initial digital phase to be gradually adapted to physical formats.
The evolution of the identity responds to the need to adapt to an increasingly digital world. Although it aims to maintain the origin, essence and values of the brand - with an isotype that is highly recognised among customers and the general public in our country - it will be easier to apply to all formats and media.
A more sustainable brand
The evolution of the identity is designed to create a more sustainable, digital, approachable and modern brand. The commitment to sustainability is one of Iberdrola's hallmarks and has been part of its origin since it was created more than 170 years ago, anticipating the energy needs of society and transforming itself to find solutions that preserve the environment for future generations.
The change in its identity reinforces Iberdrola's ambition to continue to position itself as a brand that remains a pioneer in its unwavering commitment to the decarbonisation of society and the well-being of all people.
With the evolution, the brand evidences the company's sustainable DNA and represents more faithfully what Iberdrola is: a key player in the electrification of the economy that seeks to inspire society in the need to care for and give back to the planet what it has given us. And a brand that is always moving forward and going one step further, pursuing increasingly ambitious goals, such as achieving zero emissions by 2030, thus supporting one of the most important SDGs.
The new version of the logo evolves its previous version to make it easier to apply, generating greater contrast and better visualisation in digital media, resulting in a simpler, more usable and accessible visual language.
More modern, in lower case, the logo improves legibility and brings the brand closer. In addition, due to its simplicity, the new logo is 50% lighter, which ensures lower energy consumption, faster download speed and, consequently, energy, cost and time savings.
The rest of the resources have also been conceptualised to improve the application of the brand and contribute to the reduction of the carbon footprint, implying a lower energy consumption and favouring a more simplified use and design application regulations that help in its implementation, from eco-design, to the choice of materials, waste reduction, energy saving or local production.
The colour palette chosen represents Iberdrola's vision of the world and its commitment to the planet, favouring the association of the brand with three key elements of its value proposition: renewable energy, through green; water, with the colour blue; and the sun, through orange. Also relevant is the new typographic family chosen, IberPangea, variable, more efficient and legible, designed to work effectively both in the digital and offline world.
All of this makes for a more contemporary visual identity, which unequivocally underlines and conveys the spirit of optimism and innovation that characterises the company, but which also maintains the essence of what Iberdrola has always been.
The evolution of the brand will be carried out in a sustainable manner and the logo will be replaced based on economic and sustainability criteria, as brands are designed to be able to coexist in time and space for as long as necessary.