Clean Energy Fuels the Future with Brand Development by Siegel+Gale

     Clean Energy Fuels the Future with Brand Development by Siegel+Gale

PR Newswire

LOS ANGELES, Oct. 3, 2013

LOS ANGELES, Oct. 3, 2013 /PRNewswire/ --Global strategic branding firm
Siegel+Gale ( today announced the launch of its work for
Clean Energy Fuels Corp., the largest provider of natural gas fuel for
transportation in North America.

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Siegel+Gale collaborated with Clean Energy to develop the strategy, name, logo
and visual identity for its renewable natural gas (RNG) fleet fuel, now known
as Redeem. The new name references Clean Energy's approach to developing
renewable natural gas as a metaphor for "recycling" methane—it affirms the
idea that the waste you put out into the world comes back at a higher value as
RNG. Redeem is rewarding for customers and for the planet, with a name that
recalls the "re" of the renowned reduce, reuse, recycle slogan.

The brand strategy clarifies Clean Energy's leadership in fueling a new era of
efficient transportation. Clean Energy is the only company that commercially
offers an RNG product to natural gas vehicle fleets. Redeem, which is rated by
the California Air Resources Board as 90 percent cleaner than diesel or
gasoline, is able to meet the fueling needs of everything from a taxi fleet to
18-wheelers and will help companies meet their specific sustainability goals.

"Clean Energy has turned a corner in the fuel space, and with our story in
place, we can express how Redeem is able to significantly have a positive
impact onour world," said Gary Foster, senior vice president, corporate
communications of Clean Energy. "The brand we unearthed with Siegel+Gale was
an immediate and excellent fit for us; we can't imagine knowing Redeem as
anything else."

Visually, Redeem stands out with a sharp logo and action-oriented visual
identity system. The logo features a streamlined, flowing-stroke "R" that
signifies the ease of switching to Redeem, and the omission of the left stem
in the "R" highlights the product's efficiency. The brand's visual system
features greens, blues and neutral grays—a clean and fresh color palette.
Illustrations comprise flat graphics and feature an organic paper texture to
provide a natural, accessible and simple aesthetic—all in line with what
Redeem stands for.

"This compelling brand positioning confirms that Redeem is more than just a
product; it is a principle and way of life. Redeem offers a way of life for
everyone to believe in," said Alyson Schonholz, strategy director for
Siegel+Gale. "With a name, strategy and identity that are so true to what
Redeem does, Clean Energy is set to drive the future of the renewable natural
gas industry."

For a more in-depth overview, view the case study here.

About Siegel+Gale
Siegel+Gale ( is the simplicity company. We seek it, defend
it and embrace it in everything we do to help brands reach their true
potential. Simplicity is the centerpiece of the strategies we develop that
reveal the unique truths of an organization, the engaging stories we create
that connect brands with their audiences and the meaningful experiences we
deliver that are both unexpectedly fresh and remarkably clear.

Since 1969, Siegel+Gale has championed simplicity for leading corporations,
nonprofits and government organizations worldwide. We have offices in New
York, Los Angeles, San Francisco, London, Hamburg, Riyadh, Dubai, Shanghai and
Beijing, but we're willing to fly just about anywhere. We're also not alone.
As part of Diversified Agency Services, a division of Omnicom Group Inc., we
have strong partners all around the world.

About Diversified Agency Services
Diversified Agency Services (DAS), a division of Omnicom Group Inc.
(NYSE:OMC), manages Omnicom's holdings in a variety of marketing
communications disciplines. DAS includes over 200 companies, which operate
through a combination of networks and regional organizations, serving
international and local clients through more than 700 offices in 71 countries.

Kristin Leigh Metcalfe
Senior Marketing Manager, Siegel+Gale

SOURCE Siegel+Gale, LLC

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