AES brand guidelines
AES' brand strategy
The world is in urgent need of new ways to generate, store and manage energy.
AES is continuing to lead that change.
We have been executing on a new business strategy that has enabled us to work in new ways, to deliver new energy solutions and to continue to improve lives.
With transformation underway, now is the time to signal this change to the world. By reimagining the AES brand, we can stand out from the competition and build on our unique strengths: our innovative solutions, our values-driven culture and our global resources with local expertise.
Our brand does more than introduce the new AES to our stakeholders. It enables us to position ahead of the competition and to build momentum as we create new value across the business.
Strategy components
Purpose
Our purpose is why we exist as an organization. It’s our one shared mission: our purpose brings together what the world needs from an energy company like AES with what is unique about us and separates us from the competition. It unites our people internally and guides how we speak, look and act externally.
1
Providing new and proactive solutions to customers’ problems as we identify them.
2
Leveraging our global x local perspective to make solutions a reality wherever we operate.
3
Redefining and reimagining the next frontier for the world’s changing needs.
4
Combining our collective experience to think beyond what’s possible today and push for better.
5
Working personably with all of our stakeholders and with each other.
6
Embracing a collaborative spirit to deliver energy solutions.
About us statement
Working with you, we’re improving lives by delivering greener, smarter energy solutions the world needs.
Values
Our values define how we work and how we work with our many stakeholders. As a values-driven company, we always strive to act in line with these principles.
Safety first
Safety is at the core of everything we do. We always identify potential risks to our people, contractors, customers, partners and communities, and measure success by how safely we conduct our work together while contributing to a greener energy future.
Highest standards
We act with utmost integrity towards our people, contractors, customers, partners and communities, and hold the solutions we deliver together to global standards of excellence.
All together
We work as one team across our business and with our people, contractors, customers, partners and communities. We meet changing customer needs with agility and have fun solving meaningful challenges as a team.
Our values
Our values have always been the heart of our culture. And to show our evolution as a business, our values should evolve, too.
Therefore our values now take a simpler expression. It signals our commitment to real change and our readiness for the future, while also embracing our history.
Propositions
Our propositions are what we offer to each of our stakeholders. Not only do they reflect our key differentiator for each group, but they also inform our talking points when we interact with each group. Use these statements to tell stories, craft communications, and create content for your stakeholders.
For our people
One team working together globally and locally, in partnership with our stakeholders and with each other, to create your role in the future of energy and to set your work up for greater impact to improve lives.
For customers & governators
An innovative and reliable partner combining its global resources and local expertise to deliver greener, smarter energy solutions that work for you and your priorities, to accelerate your future, and to improve lives.
For partners & communities
A trusted partner committing to being an active, invested member of your community and sharing in your goals of being part of a greener, smarter future that improves lives.
For the media
An international business working together with global customers and local communities to not only achieve business goals but also to make a greater impact and to improve lives.
For investors & financial partners
A world-class business partnering with a global customer base to not only accelerate the future of energy through greener, smarter solutions but also to improve financial results for our customers, partners and ourselves.
Architecture
Brand architecture is an external representation of what we offer. It helps our stakeholders navigate what they need from us. While it is not an internal organizational chart, it does inform how the brand is applied across all the different components of our business.
Our approach for brand architecture
To build AES as a customer-centric, solutions provider, our brands will be organized using a masterbrand model:
It’s centered on an AES masterbrand that we know has the social and commercial permission to offer solutions tailored to customer needs.
The AES masterbrand extends across a selection of local markets that indicate AES’ local expertise and impact in our regions …
… as well as a selection of capabilities that include everything AES has to offer.
This model means that going forward, only the following are managed as brands:
Masterbrand
The AES brand is the main face that goes to the world and the brand that brings our organization together.
Use this brand to:
- Set strategic direction for the global organization
- Unify the business operationally and culturally as one company
- Maintain multi-market customer relationships
- Represent the employer for our people and contractors across markets
Local market brands
To leverage our global x local advantage, our local market brands are how we show up in the places we operate.
Use this brand to:
Communicate with local external stakeholders
- Launch local programs, initiatives, and projects
- Represent the plants, sites, and assets within a market
- Form local, market-specific partnerships and / or joint ventures
Exceptions
We will maintain certain brands beyond either master or local. These exceptions must be pre- approved before usage.
Use this brand to:
- Communicate externally as an entity with pre-existing equity, especially in a local market
- Elevate unique and differentiating value that can only be conveyed with a distinct name
In addition, this model means the following will no longer be managed as brands and will not have logos, wordmarks, or lockups with AES logos:
Anything not managed as a brand will use our "Program Treatment"
AES' Program Treatment uses a text only approach. Program names should be written in text only, kept separate from AES brand logos and use one of AES' Signature Colors to add emphasis.
