09/02/2017

Bite the Hand that Energizes You

about

(Est. 1983) “Dominion is one of the nation’s largest producers and transporters of energy, with a portfolio of approximately 25,700 megawatts of generation, 14,400 miles of natural gas transmission, gathering and storage pipeline, and 6,500 miles of electric transmission lines. Dominion operates one of the nation’s largest natural gas storage systems with 1 trillion cubic feet of storage capacity and serves more than 6 million utility and retail energy customers.”

design by

Chermayeff & Geismar & Haviv (New York, NY)

Chermayeff & Geismar & Haviv project page

opinion/notes

Hands are hard to depict in logos but even if they had executed the hand perfectly in the old logo, the premise of a The Creation of Adam-esque finger reaching out to touch some energy was plain weird. AND it was executed terribly. The wordmark had no relation visually to the icon either. The new logo retains the slanted "D" monogram but replaces the literal energy with a more ambiguous set of lines that, sure, they convey energy but I think they more effectively convey modern-day-corporation-that's-not-completely-out-of-touch and that's perfectly fine. The wordmark is not perfectly fine, just fine… maybe too black. The application renders are not very exciting but show how the monogram can work on its own in a ConEd sort of way. Overall, a significant (and appropriate and safe) improvement.