“To Energe or Not to Energe, That is the Verb”
(Est. 1957, previously Gaz Métro) “With more than $ 7 billion in assets, Énergir is a diversified Quebec energy company whose mission is to respond more and more sustainably to the energy needs of its approximately 520,000 customers and the communities it serves. As Quebec’s largest natural gas distribution company, Énergir also produces electricity from wind power through its subsidiaries. In the United States, through subsidiaries, the company is present in some fifteen states where it produces electricity from hydro, wind and solar sources, distributes liquefied natural gas, and is the main distributor and the only natural gas distributor in the state of Vermont. Energize values energy efficiency, invests and invests in innovative energy projects such as renewable natural gas and liquefied and compressed natural gas. Through its subsidiaries, it also offers a variety of energy services. Energir wants to become the partner of choice and appreciated by all those who aspire to a better energy future.”
This new positioning required a strong modern identity that evokes action, an element at the company’s core. “We imagined a verb, born out of the melding of energize and pioneer. This new name expresses Énergir’s desire to see energy differently and to be part of a progressive movement,” said Florence Girod, Chief Strategy Officer at Cossette.
Images (opinion after)
The old logo was pretty bad, with a weak flame icon and some bland typography. The new name is decent, transforming “energy” into a verb by adding the French “ir” ending to conjugate, but French speakers will be able to better comment on how good/appropriate this is. The new logo is somewhat decent too, with the rounded stencil structure. It could literally be for any other company or any other category/industry so there is nothing too specific about it. If you stare at the letterforms things start to look weird but at first glance it’s convincing enough. The dot as the accent over the “e” is totally unreadable as an accent and given how many sausage-y doodads they used in the identity I’m surprised they didn’t throw one of those over the “e”. The applications are fine too. Things look lively and energetic. Maybe it’s a little too much of the same visual language with too much blue, too much stencil typography, too much Illustrator-y pieces of cut circles. Overall, though, it looks good on the surface and makes the utility come across as a more engaging entity.