IPL Energy Changes Name to
Enbridge Inc., Embraces New Identity
Lippincott & Margulies Develops Masterbrand Strategy and Identity
New York, October 15, 1998
Facing challenges of deregulation and a fiercely competitive market, IPL Energy, a world leader in energy transportation, distribution and services, strengthened its position in the marketplace by unifying its companies under a single brand, Enbridge. Lippincott & Margulies, the preeminent corporate brand and identity firm, assisted Enbridge, Inc. in creating a masterbrand program, including the name, logotype and visual identity system, designed to foster a consistent message to the company's diverse audiences.
"Deregulation, unbundling and convergence are dramatically changing the North American energy marketplace," said Enbridge Inc. President and CEO Brian MacNeill. "Our new, unified brand image projects a powerful, customer-focused identity that will enable us to build on our existing market strengths."
Lippincott & Margulies created a new identity designed to unify the masterbrand. "During the past few years, Enbridge Inc. has grown significantly to include 20 businesses," said Bill Schneider, senior partner, Lippincott & Margulies. "In a more competitive, deregulated market, there is a stronger need for an identity that consolidates all the company's entities and projects a unified message and cohesive image. In addition to delivering a coherent market message, the new identity will promote cost efficiencies."
As a masterbrand, the name "Enbridge" will be applied to company-owned subsidiaries and operations over the next 18 months. Interprovincial Pipe Line will adopt the name immediately. However, Consumers Gas will be known as "Enbridge Consumer Gas" during a transition period.
According to Schneider, "The name 'Enbridge,' created from the words energy and bridge, represents a connection to the future for the employees, the customers and the financial community."
The new identity created by Lippincott & Margulies includes a new logotype and symbol—an "energy spiral" connoting vitality, vibrancy and power—and a comprehensive visual system, which will be incorporated into corporate stationery, marketing collateral, signs, buildings and trucks, Schneider added.
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