CHICAGO - Exelon Corporation today revealed its new brand strategy, including the new corporate vision and values that will guide the energy company going forward, as well as a new logo and visual identity, following Exelon's recent merger with Constellation.
"Together, Exelon and Constellation form the nation's leading competitive energy provider - a whole that is truly greater than the sum of its parts," said Exelon President and CEO Chris Crane. "Our new brand reflects the new Exelon and our belief that our high-performance energy is the engine of progress. Every day we are focused on maximizing the potential of energy - safely, reliably and sustainably."
Exelon's new vision and values express what the company aspires to be and how it will deliver focused, sustainable growth to benefit customers, communities, employees and shareholders. It speaks to Exelon's commitment to excellence in everything it does, and its drive to learn and grow, and to constantly adapt, enhance and advance.
"The new Exelon has a strong foundation upon which to build - and a new, balanced perspective that comes from our unique position across the energy business," Crane said. "By building the organization on the strengths of both legacy companies, we will be poised to succeed."
The new values that will guide Exelon and set the tone for its culture build upon the corporate values shared by both Exelon and Constellation: a dedication to safety, an active pursuit of excellence, and a firm commitment to integrity and accountability. The values also maintain a focus on teamwork, inclusion and diversity, and innovation to better serve customers.
As part of its new brand identity, Exelon unveiled a new logo, which will be applied over the coming months to all of Exelon's customer and other stakeholder touchpoints, such as signage at Exelon's facilities, workforce apparel, fleet vehicles, websites and business collaterals. It replaces the green and blue logo that Exelon has used since its formation in 2000 with a modern, dynamic and progressive emblem that better represents the new company. Exelon's Constellation business unit has adopted a new logo with the same symbol and typeface to reinforce the connection between the companies and to allow them to leverage each other's brand equity.
The new logo depicts the company name beside a symbol inspired by a flag to represent that Exelon is leading the charge. The flag has three colors inspired by Exelon's commitment to progress, customers and sustainability. It features parallel lines to reflect the many businesses, stakeholders and perspectives working toward a common goal: driving progress for the customers and communities that the Exelon family of companies serves.
The logos and visual styles for Exelon's utility companies - BGE in central Maryland, ComEd in northern Illinois and PECO in southeastern Pennsylvania - will not change.
The new brand is in part born of the logic that brought Exelon and Constellation together. Exelon's large, clean generation fleet and Constellation's industry-leading customer-facing businesses are a good strategic fit that creates a platform for sustainable growth and delivers real stakeholder benefits.
"We are focused on capitalizing on the strategic benefits of the merger and growing Exelon in ways that are economically, socially and environmentally sustainable," Crane said.