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.
The project has been overseen by Will Orr, who was promoted to the role of marketing director at the company last week.
‘British Gas has seen a great deal of positive change in recent years,’ he said. ‘Perceptions are changing, too, but there is still more to do. That is why we are evolving our visual identity.’
On his change of role, Orr commented: 'My brief is to make sure all elements of our marketing deliver the company's strategy to be a modern, customer-led company.'