AES brand guidelines
AES' verbal identity
Our verbal identity informs not only how we speak to our stakeholders but also what we decide to speak to them about.
Brand narrative
Our brand narrative is a summary of our brand strategy, framed as a rallying cry to our internal teams. It shows our tone of voice in action, and its language can serve as foundation for internal communications.
Energy fuels life, powers business and sustains growth. But as efficiency increases and we electrify more, we’ll need to rethink how we create, store and distribute our resources.
The world no longer thinks of energy or uses it as just a utility. Now it’s a space for innovation. And a way to create solutions that balance industry with nature—solutions that are both economically and environmentally viable, not just one or the other.
With that paradigm shift comes more possibilities and more responsibility. We need a smarter approach, new thinking informed by past experiences. And stronger collaboration between regulators and innovators, old systems and new technologies. Energy is no longer about supply and demand, it’s about partnership.
At AES, we’ve been partnering with our customers to strategically transition to new solutions while continuing to meet their energy needs. And we’ve been doing it with safety, integrity and the highest standards for decades. Working across markets at every stage of development and with industries of every kind.
Our global scale has allowed us to fuel local development. And our deep cultural knowledge of and experience in each market has allowed us to navigate the transition to renewables. So we can make communities more sustainable and continue to improve lives.
With our industry opening up to new ways of thinking, we can set new standards for what change looks like. And stretch the definition of what’s possible. So we can create greener, smarter energy solutions that the world needs.
Together, we are accelerating the future of energy.
Tone of voice
Our tone of voice is our characteristic communication style. It doesn’t just inform the words we choose, it also governs their order, rhythm and pace. It applies to everything we write—from emails, to social media posts, to advertising and website copy. As well as how we speak to our stakeholders and to each other.
Our tone of voice principles equip us to communicate more clearly and with a consistent voice that’s distinctly ours:
To do so, our tone of voice principles build on the values that inform all of our behavior at AES
One of our values is...
Safety first
So our tone is always...
Simple
Fundamentally, we make it as easy as possible for everyone to understand us.
To do so, we use clear language and concise structures to make sure all our audiences can understand us with confidence.
One of our values is...
Highest standards
So our tone is always...
Aspiring
We rarely tell stories about ourselves alone. We celebrate partnership whenever we can.
To give others a role to play in our stories, we greet our readers, thank our partners and cite others whenever possible.
One of our values is...
All together
So our tone is always...
Inclusive
We are accurate about our work today, but ambitious about our impact tomorrow.
To maintain our humility, we use confident language but ground it in our honest assessments of what our future impact might be.
Simple
Fundamentally, we make it as easy as possible for our audiences to understand us. To do so, we use clear language and concise structures to make sure all our audiences can understand us with confidence.
From this:
AES Southland was awarded a 20-year power purchase agreement (PPA) by SCE in 2014 to provide 100 MW of interconnected energy storage. It is part of a $2 billion repowering initiative in Long Beach to replace aging natural gas peakers with a combination of efficient combined-cycle gas capacity and battery energy storage, which is now a viable alternative to replace traditional thermal generation to meet peak power demands.
To this:
As part of a $2 billion repowering initiative in Long Beach, SCE partnered with AES for a 20-year power purchase agreement to provide 100 MW of interconnected energy storage. The collaboration is an effort to replace aging natural gas peaking plants with more efficient energy storage, so they can increase their capacity for renewables and meet peak power demands for consumers in southern California.
Aspiring
We are accurate about our work today, but ambitious about our impact tomorrow. To maintain our humility, we use confident language but ground it in our honest assessments of what our future impact might be.
From this:
We built and grew AES through finding better ways to serve the power sector. Throughout our history this has meant applying proven technologies and innovating commercial models to bring dependable, cost-effective power to utilities and their customers. We call our approach applied innovation. AES aligns acute system problems with a proven solution, typically borrowed from outside of our industry, which changes the context of the marketplace so that new approaches can effectively improve and grow.
To this:
We built AES to find better ways of serving the energy sector. Throughout our history, we’ve connected proven technologies with innovative commercial models to bring dependable, cost-effective energy to more people. With inspiration from outside industries, we’re able to apply proven solutions and rethink how we approach system challenges. By changing the context and shifting our vantage point, we can reimagine our approach to everything we do and continually improve the way we work with our customers, communities, and partners.
Inclusive
We rarely tell stories about ourselves alone. We celebrate partnership whenever we can. To give others a role to play in our stories, we greet our readers, thank our partners, and cite others whenever possible.
From this:
The Son My 2 Plant in Vietnam complements AES’ investment plans in gas infrastructure in the country with its previously announced 450 TBtu Son My LNG terminal, which received approval from the Government of Vietnam in August 2019. Together, the plant and terminal will play a major role in shaping Vietnam’s energy future by diversifying the energy mix with imported LNG as well as meeting the country’s increasing demand for sustainable and affordable electricity.
To this:
In Vietnam, the Son My 2 Plant is continuing to strengthen energy infrastructure in the country. With full support from the Government of Vietnam, the 450 TBtu Son My LNG terminal will allow Vietnam to diversify their energy mix. The solution brings them closer to their goals of more sustainable, more cost-effective energy for their people today, and tomorrow.
Messaging
Our brand messaging takes the spirit of our brand strategy and narrative, and makes it relevant to all of our stakeholder groups. This framework should be used to inform internal and external storytelling across all communications channels to reach these groups.
By stakeholders
Stakeholder-specific messages that break down the key message and make it relevant to different audiences. They are written to provide context, credibility and our offering.
Our messages: to talent
- AES’ people are working together to accelerate the future of energy.
- The world is at a turning point in how it generates, stores and uses energy.
- We saw an opportunity to lead the world’s change, by focusing on our customers and creating greener, smarter solutions that can help them thrive.
- We work together globally across teams, businesses, countries, and with our stakeholders, and we believe diverse perspectives and backgrounds are crucial to our success.
- Our people can drive innovative projects across the business and can pursue their own initiatives.
- We operate with the highest standards with all stakeholders, from our own offices to our local communities.
- We’ve always been motivated by Improving lives, seeking to make a lasting impact wherever we operate.
Our proof points: to talent
- AES’ climate goals.
- Number of people and locations.
- Personal stories of international and interdisciplinary growth.
- Improving safety record.
- Personal stories of everyday collaboration within AES and beyond.
- Personal stories of everyday innovations.
Our messages: to customers
- AES is a true partner that can enable you to deliver on your business goals.
- There is an urgent need for businesses to be part of a greener energy ecosystem, and you have the power to develop the best solution for your business.
- We have experience creating tailored solutions, from large infrastructure to local distributed generation, and have integrated advanced technologies in digital.
- We work with you to understand your immediate pain points and long-term objectives.
- We combine our global resources with local expertise to deliver world-class solutions to you.
- Together, we co-create your unique solution and always apply our innovations to your specific needs.
- We’ve always been motivated by improving lives, seeking to make a lasting impact wherever we operate.
- Set yourself up to win with greener, smarter energy solutions with AES.
Our proof points: to customers
- Customer stories of shared goal-setting.
- Customer transformation stories (e.g. Green Blend & Extend, LNG).
- Customer project milestones.
- Renewables goals and storage fleet statistics.
- Applied innovation stories.
- Customer and industry recognition and awards.
Our messages: to partners
- AES partners with you to achieve mutual goals and to accelerate a greener, smarter future of energy.
- The world is in need of new solutions for unsolved challenges as it evolves its energy usage.
- We saw the opportunity to accelerate the world’s transition to sustainable energy before most others.
- We have created greener, smarter solutions across the energy mix and across markets at different stages of maturity.
- We set new standards for financial, engineering, and operational innovation, earning the trust of our stakeholders.
- We’ve always been motivated by improving lives, seeking to make a lasting impact wherever we operate.
- Set the highest standards for greener, smarter energy solutions.
Our proof points: to partners
- Partner stories of solving new problems together.
- Live project milestones.
- Renewables and storage fleet statistics.
- Industry recognition and awards.
- Improving safety record.
- Applied innovation stories.
- Customer and industry recognition and awards.
Our messages: to communities
- AES equips communities around the world to benefit from greener, smarter solutions and a role in the future of energy.
- We are all in need of more sustainable solutions to power our lives and our world.
- We have committed to leading the change, by setting ambitious carbon reduction goals and driving development of renewables.
- We work with the highest standards and apply innovation to wherever we operate.
- We are an active member of your community, investing in your local causes beyond our core business.
- We’ve always been motivated by improving lives, seeking to make a greater impact wherever we operate.
- Secure your role in the future of energy by working together with AES.
Our proof points: to communities
- Community stories of shared goal setting.
- Community project milestones.
- Community investment and returns figures.
- AES’ climate goals.
- Community recognition and awards.
- Improving safety record.
Our messages: to governators
- AES works together with markets to accelerate the future of energy.
- The world is at a turning point in how it generates, stores and uses energy.
- We are committed to leading the change, by setting ambitious carbon reduction goals and driving development of renewables.
- We have experience creating tailored solutions, from large infrastructure to local distributed generation, and have implemented advanced technologies in digital.
- We work with you to understand your immediate pain points and long-term objectives.
- Together, we co-create your unique solution by applying our global resources to your local needs.
- We work with the highest standards with all stakeholders.
- We’ve always been motivated by improving lives, seeking to make a lasting impact wherever we operate.
- Secure your market’s role in the future of energy by working together with AES.
Our proof points: to governators
- Governator stories of shared goal-setting.
- AES’ climate goals.
- No. of people and locations.
- Renewables and storage fleet statistics.
- Live project milestones.
- Government recognition and awards.
- Improving safety record.
Our messages: to media
- AES is continuing a transformation—leading the world’s transition to greener, smarter energy.
- Energy is playing an increasingly critical role in the world, and customers and markets have changing needs.
- We saw the opportunity to accelerate the world’s transition to sustainable energy before most others.
- We are committed to leading the change, by setting ambitious carbon reduction goals and driving development of renewables.
- We have a history of solving business problems for its customers with innovative energy solutions.
- We work with customers and communities to equip them with what they need to thrive.
- We continue to pioneer new solutions through the application of existing technologies to solve new problems.
- Inform and inspire people to be part of the future of energy with AES.
Our proof points: to media
- Applied innovation stories (energy storage, solar + storage, the use of drones, use of drones + ML for wind inspections, etc.)
- Case studies.
- AES’ climate goals.
- Renewables and storage fleet statistics.
- Live project milestones.
- Recognition and awards.
- Advancements in the industry.
Our messages: to investors
- AES is accelerating the future of energy in ways that sustain financial results.
- The world is in need of new solutions for unsolved challenges as it evolves its energy usage.
- We are continuing to lead a transformation - leading the way with greener, smarter solutions.
- We operate a resilient portfolio, driven by our team executing a comprehensive strategy.
- We structure our projects to effectively manage risk by working closely and ethically with all key stakeholders.
- We pioneer technological, operational, and financial innovations that set new global standards.
- We are committed to delivering and surpassing the financial returns expected of us.
- Accelerate the future of energy with AES by investing in smarter, greener solutions.
Our proof points: to investors
- AES’ transformation stories.
- AES’ climate goals.
- AES’ innovation stories.
- Customer transformation stories (e.g. Green Blend & Extend, LNG).
- Financial milestones.
- Customer and industry recognition and awards.
