New EDP logo.

adriano's picture

EDP is the portuguese electricity company that presented today it's new Identity where joins Natural Gaz + Electricity and gets a brand new band designed by MY BRAND.

According to the company after a series of clients survey, they considered the old identity as "distant" & "Abusive" (BLUE LOGO BELOW).

The new Identity is described as "A smile looking for CLOSENESS".

What do the typophiles think? The change of a turbine for a smile is a radical shift, but on my oppinion the "smile on a house light switch" with the VAG Rounded Bold fails on giving the strong and secure group this group has. This brand and this type could be on a candy bar...

giam's picture

I can appreciate the amount of effort it has taken you to arrive at this simple and effective mark. I wonder if you would like to pursue this further by using a photo of a light switch with the two screws as eyes and the drawn smile you have above. Then it could not be confused with, or look as if it should be a mark for a candy bar.

adriano's picture

This ID was made by MYBRAND, it's not a brand of mine :-).

typeo's picture

I agree that the softness of this logo does not connote the same feeling as a strong, reputable company that I feel should be.
A serif font would've worked better in my mind.

as8's picture

That is not a smile because it has no eyes.
An electric oven has been used to bake the type,
so there is something electric ;-)
EDP: Electricidad De Panadero?
Sorry, maybe that is Spanish.
Ate' *logo*!

aluminum's picture

'abusive'? Is that the client speaking or the branding firm? ;o)

The smile is the new swoosh these days...

Hildebrant's picture

The smile is the new swoosh these days...

Just thinking the same thing, funny.

as8's picture

There is a risk in grasping symbols.
I could agree with "feeling-Nike" but I would repeat that
what shown is not a smile because it has no eyes,
besides people usually have no square faces,
but I've never been in Portugal :-)

jo's picture

A EDP tem boas raz

as8's picture

Mr. Jo

andrew_baker's picture

Its very Playmobil. I can see it as a toy smile.

jo's picture

Dear Sirs,

I have recently subscribed as a member of your forum, where I wanted to
participate in a few topics. However, I am afraid I made some mistake when
applying, since my mailbox is being flooded with messages that do not
necessarily interest me. I would be grateful if you would let me know how to
fix this problem.
How canI unsubscribe?

Yours faithfully,

ricardo's picture

Good thread Adriano! I saw this new logo some days ago and I confessed that I had a bad reaction. This new logo don

adriano's picture

I agree Ricardo, they are loosing their identity. BTW, do you know the MY BRAND design company that did this?

It reminded me this logo from

pedamado's picture

Why not Comic Sans?...
I sure hope the decision of "rebranding" EDP wasn

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