Graphic Partners - Scottish and Southern Energy SSE Brand Design Case Study

SCOTTISH & SOUTHERN ENERGY PLC
BRAND IDENTITY

Project summary:
Scottish & Southern Energy PLC is a FTSE top 100 company supplying electricity and gas to more than five million customers across the UK. SSE operates under the supply brands Scottish Hydro-Electric, Southern Electric, SWALEC and Atlantic Electric and Gas.

Graphic Partners was invited to develop a cohesive approach to brandmarks throughout the SSE group.

Objective:
To create a brandmark strategy which reflects the organisation's structure and effectively project its key messages.

Solution:
The old brandmarks within SSE were a reflection of history rather than a deliberate brand strategy. Consequently, there was a lack of harmony across the brands which inhibited the company capitalising both on individual brand strength and the strength of the parent brand.

Graphic Partners developed a family of brandmarks, building a coherent visual style for SSE and its constituent parts. A symbol was created to reflect a broader approach to energy rather than gas or electricity supply, allowing flexibility reflecting SSE's involvement with a wide range of energy activities including its position as the UK's number 1 renewable energy generator

The clean and modern symbol was supported by a contemporary typeface in colours chosen to reflect the company's environmental credentials.

Benefit:

1.		Brandmarks look consistent with each other and with parent company - looks 'tidier', and more co-ordinated
2.		Allows greater flexibilty for any future developments
3.		Long term, SSE will achieve cost savings, as colours for printing will be standardised
4.		Allows company to project a more modern image