Exelon Brand Identity

In March 2012, Exelon merged with Constellation Energy, forming a Fortune 50 company and the nation’s largest competitive energy supplier. The new branding captured the essence of this story—grounded in sustainability, customer service and competitive energy markets—through a unique brand positioning: “Performance that drives progress.” This idea helped Exelon put on a more human face and added benefit back into its work, reminding audiences that clean energy takes advanced abilities and also passion and drive.

Agency: FutureBrand

The identity is a reflection of the brand positioning and values. The monogram solution and the “banner” motif are derived from a flag, and is symbolic of Exelon, Constellation, and Exelon Generation performing in tandem, providing leadership and driving progress across the energy value chain.