Energy Leader Exelon Debuts New Brand Reflecting New Family of Companies
Exelon launches new brand strategy and logofollowing recent merger with
CHICAGO -- May 24, 2012
Exelon Corporation today revealed its new brand strategy, including the new
corporate vision and values that will guide the energy company going forward,
as well as a new logo and visual identity, following Exelon’s recent merger
“Together, Exelon and Constellation form the nation’s leading competitive
energy provider — a whole that is truly greater than the sum of its parts,”
said Exelon President and CEO Chris Crane. “Our new brand reflects the new
Exelon and our belief that our high-performance energy is the engine of
progress. Every day we are focused on maximizing the potential of energy —
safely, reliably and sustainably.”
Exelon’s new vision and values express what the company aspires to be and how
it will deliver focused, sustainable growth to benefit customers, communities,
employees and shareholders. It speaks to Exelon’s commitment to excellence in
everything it does, and its drive to learn and grow, and to constantly adapt,
enhance and advance.
“The new Exelon has a strong foundation upon which to build — and a new,
balanced perspective that comes from our unique position across the energy
business,” Crane said. “By building the organization on the strengths of both
legacy companies, we will be poised to succeed.”
The new values that will guide Exelon and set the tone for its culture build
upon the corporate values shared by both Exelon and Constellation: a
dedication to safety, an active pursuit of excellence, and a firm commitment
to integrity and accountability. The values also maintain a focus on teamwork,
inclusion and diversity, and innovation to better serve customers.
As part of its new brand identity, Exelon unveiled a new logo, which will be
applied over the coming months to all of Exelon’s customer and other
stakeholder touchpoints, such as signage at Exelon’s facilities, workforce
apparel, fleet vehicles, websites and business collaterals. It replaces the
green and blue logo that Exelon has used since its formation in 2000 with a
modern, dynamic and progressive emblem that better represents the new company.
Exelon’s Constellation business unit has adopted a new logo with the same
symbol and typeface to reinforce the connection between the companies and to
allow them to leverage each other’s brand equity.
The new logo depicts the company name beside a symbol inspired by a flag to
represent that Exelon is leading the charge. The flag has three colors
inspired by Exelon’s commitment to progress, customers and sustainability. It
features parallel lines to reflect the many businesses, stakeholders and
perspectives working toward a common goal: driving progress for the customers
and communities that the Exelon family of companies serves.
The logos and visual styles for Exelon’s utility companies — BGE in central
Maryland, ComEd in northern Illinois and PECO in southeastern Pennsylvania —
will not change.
The new brand is in part born of the logic that brought Exelon and
Constellation together. Exelon’s large, clean generation fleet and
Constellation’s industry-leading customer-facing businesses are a good
strategic fit that creates a platform for sustainable growth and delivers real
“We are focused on capitalizing on the strategic benefits of the merger and
growing Exelon in ways that are economically, socially and environmentally
sustainable,” Crane said.
Exelon Corporation (NYSE:EXC) is the nation’s leading competitive energy
provider, with approximately $33 billion in annual revenues. Headquartered in
Chicago, Exelon has operations and business activities in 47 states, the
District of Columbia and Canada. Exelon is the largest competitive U.S. power
generator, with approximately 35,000 megawatts of owned capacity comprising
one of the nation’s cleanest and lowest-cost power generation fleets. The
company’s Constellation business unit provides energy products and services to
approximately 100,000 business and public sector customers and approximately 1
million residential customers. Exelon’s utilities deliver electricity and
natural gas to more than 6.6 million customers in central Maryland (BGE),
northern Illinois (ComEd) and southeastern Pennsylvania (PECO). Learn more at:
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