Freeman Cebu Business

Visayan Electric sports new look

Joefel O. Banzon - The Freeman

CEBU, Philippines — As part of Aboitiz Power Corp.’s rebranding efforts for all its distribution utilities, Visayan Electric Company (Veco) is now known as Visayan Electric and sporting a new logo that differentiates it from other brands.

Visayan Electric COO Anton Mari Perdices said, during the ‘Power Lunch” with the Cebu media held at Casino Español as part of the annual Press Freedom Week celebration, they wanted to update their brand and logo to reflect all its distribution utilities.

“We wanted to have one look, one feel, one brand, one atmosphere, one character for everything. And we want to modernize and differentiate our brand from competition,” he said.

Other distribution utilities with new logos are Davao Light and Power Co., Cotabato Light and Power Co. and the EnerZone Group, composed of Balamban Enerzone for the West Cebu Industrial Park, Mactan EnerZone for Mactan Economic Zone II, Subic EnerZone for Subic Bay Freeport Zone, Lima EnerZone for the Lima ecozone, and Malvar Enerzone for the Light Industry and Science Park IV.

Perdices said these are very strong brands with lightning bolts on its old logos.   

“All of them have lightning bolts, however, none of them really look like each other, the Enerzones did. So we thought, why don’t we start finding a way to make them all look together,” he said.

He added that the old logos do not really make them stand out against their competitors, who are likewise sporting the ‘kidlat’ in their logos.

“Brands are promises to our customers. It represents what we are, what we do, and the experience that we all wanted to provide,” he said.

Perdices stressed that lightning bolts denote fear and with a new tagline ‘Distributing Positive Energy’, he said they had to veer away from that.

“We are talking about being customer-centric, caring, reliable, mindful, transparent, and a lightning doesn’t seem to really represent that,” he said.

Visayan Electric’s new tagline is aligned with the group’s purpose of advancing businesses and communities, which projects positive energy such as enabling children to study with the light, everybody going about their business with computers or charging cellphones, “We want to show the customers that they can depend on us to deliver it.”

Perdices said their refreshed brand and logo unifies the group that anybody could easily identify them wherever they are.

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