In 2011, Metlen Energy & Metals announced the rebranding of its top natural gas and power supplier, Protergia. As Greece’s largest private energy provider, Protergia offers cutting-edge, reliable services and serves over 500,000 electrical accounts nationwide. This rebranding initiative aims to accurately convey the company’s dedication to customer-friendly services, green design, and innovation.
The previous design’s wordmark was difficult to read and lacked cohesiveness. The combination of round characters, narrow “r” s, a small title on the “i,” and an oddly designed “e” resulted in a messy appearance. Even with a gradient bar positioning the “e” in the center of the icon above, the overall design failed to effectively communicate Protergia’s reputation as a cutting-edge energy provider.
In contrast, the new logo maintains the lowercase design but takes a more sophisticated approach. The single-story design of the “g” and “a” provides a modern touch, while the descenders of the “p” and “g” create a balanced visual weight. The most notable change is the use of an abstract solar symbol in place of the letter “o” in the wordmark. The sun emblem has been skillfully designed to match the other letters’ weight and proportion, resulting in a unified and eye-catching logo.
Beyond just the logo, the rebranding includes a complete identity system built around the sun symbol. The sun icon can stand alone and integrate easily with other visual components and photos. The gradient, which transitions from a warm orange to a fuzzy yellow, gives the brand a literal and figurative warmth, inspiring optimism and vigor.
In brand identification photography, a bright background accentuates the warm, optimistic imagery and reinforces the orange and yellow color scheme. This photographic technique, along with graphic accents and text in shades of blue and purple, results in a well-balanced, polished, and inviting appearance.
The sun emblem also transforms into an avatar resembling a mascot with dynamic eyes and a playful spinning motion. This adds an approachable and friendly touch to the brand but raises questions about whether it diminishes the image’s serious meaning.
A compelling light transition from blue to orange during the brand launch was noteworthy. This subtle yet effective visual adds to the brand’s memorable appeal, aligning with the company’s innovative mindset and engaging and evocative in its varied uses.
A high-energy TV spot featuring Guns N’ Roses’ “Paradise City” introduced a rock-and-roll edge to the brand’s image, showcasing the new identity. The use of this well-known music aimed to evoke a sense of vigor and excitement, aligning with the brand’s upbeat new direction.
The rebranding efforts reflect the company’s development and goal to become a progressive energy supplier. The new identity system and logo prioritize development, sustainability, and a client-focused strategy. The company skillfully balances business professionalism and approachability by fusing contemporary design elements with a warm, captivating visual style.
Overall, the rebranding represents a critical turning point in the company’s history, aligning its visual identity with its goal of providing innovative and sustainable energy solutions. The new design enhances brand recognition and reaffirms the company’s commitment to providing top-notch services to Greek homes and businesses.
