GulfTerra: Former El Paso Energy Partners

New: GulfTerra name and logo

Launched: May 1, 2003

Story in brief:
El Paso Energy Partners, a midstream natural gas processor (wellhead to pipeline), is one of the largest publicly traded "master limited partnerships" in the U.S. In light of the continuing post-Enron turmoil in the energy sector, it seeks to distance itself from its 'indirect general partner,' El Paso Corporation. The new brand is designed to position the partnership as a stand-alone entity.

Credits:
CEO - Robert G. Phillips
Naming - internal; El Paso staff
Logo design - internal; El Paso credits Robert Cook

First Impressions:
One can easily nitpick both name and logo. For example I might have lower-cased the T, to further disassociate GulfTerra from Gulf Oil (and alleviate the awkward fT ligature). And the vertical lock-up will prove limiting. But for overall impact, this is a nice name and a strong, appealing mark.