EL PASO ENERGY: The new world power in natural gas

A use of identity, by a leader

New: El Paso Energy's compacted nickname, and logo

Launched: February 5, 2001

Story in brief:
Its merger with Coastal made it the natural gas industry leader, with ambition in telecommunications too (pipelines of fiber). Identity change helps drive the strategy: "Presenting a new face to the world creates an unrivaled platform to sustain El Paso's track record of success," per CEO Wise.

Credits:
C.E.O. - William A. Wise
Identity counsel and design - Sterling Group

First Impressions:
The name preserves the company's heritage and geography, while the logo effectively liberates it from them. Good job. The carat-arrow, of course, will evoke the new Accenture mark (are these things in the air?) but not to worry; it's a good simple device no one can own.

In fact, the carat is sufficiently distinctive to 'brand' the "ep" initials alone, in a secondary (more decorative and promotional) logo version... a tactic rarely advised because potentially dilutive, yet in this case it looks smart.

But this is another mark that seems stronger in its one-color versions (like last year's Sensient). The blue/black is pretty, but weaker in graphic impact and undermines the name's new unity.