Video: new Piedmont Natural Gas logo & TV ads
Posted on 5 Oct 2010 by Justin Ruckman
In contrast to yesterday’s piece on the new Belk logo, I think this one is actually very effective. It retains enough of the previous iteration’s concept to be perceived easily as the same brand, while updating the drawing of the flame and adopting a typeface more unique than Helvetica. The colors, while bland, help the company appear at least superficially more “green”, which I’m sure was a big goal of the new identity.
And the new TV spot is brilliant. Props to LGA for a job well done.
“Piedmont Natural Gas has launched its first new branding campaign in 30 years with a stripped-down logo, a new round of television ads and a new slogan — “Energy that shows.”
The logo and ad campaign were developed by Charlotte public-relations firm Luquire George Andrews. The firm has done considerable work with Piedmont in the past.
The television ads will run in the Carolinas and Tennessee for about six weeks, says Piedmont spokesman David Trusty. The current series is called “Invisible” — playing off the fact that natural gas is a power source that is not readily seen in action.
The commercials feature a series of vignettes in which products that may rely on natural gas are invisible. So, for instance, a restaurant chef sends out a plate with no food on it, or a child looks in a toy-store window with nothing on display.
“We supply energy that people don’t really see or touch,” Trusty says.
The ads, which have no spoken words, all end with the new slogan. The tagline also will be used in new print campaigns.
The logo is a simpler version of the Piedmont logo in use since the late 1970s.”