Magazine article Marketing

British Gas Set to Launch Modern Brand Identity

Magazine article Marketing

British Gas Set to Launch Modern Brand Identity

Article excerpt

Overhaul will be rolled out gradually in attempt to allay consumer price concerns.

British Gas is to change its visual identity for the first time in 17 years, in an attempt to modernise consumers' perceptions of the brand.

Energy companies are facing unprecedented levels of criticism due to rising prices, including an attack last week by Labour leader Ed Miliband, who described the sector as a 'rigged market'.

As a result, the UK's biggest energy provider is keen to avoid accusations of profligacy, and will be implementing the branding only when company property, such as engineers' vans, is due to be replaced.

Green colouring is being introduced in a leaf-shaped flame motif, designed by ad agency CHI & Partners, in an effort to improve awareness of the brand's broader energy offering.

It has already started rolling out the identity on some vans, as well as on a Generation Green schools engagement site, by digital agency Crayon. The branding is likely to appear in British Gas' ads and on its site in January. …

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