Termoemcali is a utility company which is a subsidiary of Emcali. The similarities between the two brand identities of these two companies created confusion among key audiences. In addition, Termoemcali didn’t have a good reputation in the market due to the many years of operating inefficiencies.
Termoemcali needed a revolutionary brand identity change to distance its reputation from its industrial image and the negative associations and help position the company for the future. Marqas developed a clear and distinctive logotype that symbolizes Termoemcali’s commitment to the environment. The new brand was applied to the full range of communications materials. Through a revitalized and more contemporary brand identity, Termoemcali has been able to align its brand with the company’s new strategic direction.