Hello, My name is Brandon...

(smile)

and Im rebranding KCP&L.

Their current identity is a stark and default stamp. Most of their design utilizes around their logo slapped over vast elds of white. The graphics are abstracted and quite ambiguous in meaning. While their design isnt terrible, it just leaves more to be desired.

Entergy in Louissianna, Con Edison in New York, and Pacic Gas and Electric in California are currently KCP&Ls comparables. Most power companies seem to keep their identities fairly neutral, using abstracted symbols or some typographic expression. Kcp&L is no different in that way.

They feel far too corporate, and because of their ambiguity, they seem unapproachable. But this shouldnt be the case. My rebrand will focus on their involvement in the community.

The current brand attributes Ive strived for are Neighborly, Caring, and Progressive. I want KCP&L to have a far friendlier and approachable identity, putting emphasis on service to customers on a local level.

progressive caring neighborly

The rst identity option was inspired by seals and a sense of credibility.

Ideally, I would like it applied in a letterpress fashion. The handmade qualities would appeal to a customer in a more cherished and comfortable experience as opposed to clean printed computer paper.

progressive caring neighborly

Logotype

progressive caring neighborly

Combination

The Mark

The mark itself focuses on a series of interconnected poles and clean type. The circular form was inspired by community, and renewable energy. I wanted a both vintage and industrial connotations with the typography, with a simple use of color that could be switched out on different colored papers or other channels.

progressive caring neighborly

Logotype

progressive caring neighborly

Combination

The Mark

The logos for the rst direction really need another tone to help with legibility. So a medium gray would assist the black and white.

Logotype

Combination

The Mark

And without the tag line.

C= 75 M= 61 Y= 57 K= 47

C= 65 M= 22 Y= 0 K= 7

C= 0 M= 0 Y= 0 K= 0

The colors reect sky and steel, an environment and material that all linemen are well aquatinted with. They are vibrant as well, providing some nice contrast.

HEADER
Subhead
Kansas City Power & Light (KCP&L), a wholly owned subsidiary of Great Plains Energy Incorporated, is a leading regulated provider of energy-related products and services for homes, businesses, industries, and municipalities in the Kansas City metropolitan area. Our proven reliability and affordable rates have helped build satisfaction among our residential and commercial customers in Missouri and Kansas. In national comparisons KCP&L ranks among those utilities offering the lowest average prices for all customer segments and the least number of power interruptions due to outages. To better serve customers, the utility has been a leader in using technologies such as ecommerce and automated meter reading.

Kansas City Power & Light (KCP&L), a wholly owned subsidiary of Great Plains Energy Incorporated, is a leading regulated provider of energy-related products and services for homes, businesses, industries, and municipalities in the Kansas City metropolitan area. Our proven reliability and affordable rates have helped build satisfaction among our residential and commercial customers in Missouri and Kansas. In national comparisons KCP&L ranks among those utilities offering the lowest average prices for all customer segments and the least number of power interruptions due to outages. To better serve customers, the utility has been a leader in using technologies such as ecommerce and automated meter reading.

For this rst direction, Ive been looking into centennial. It has a wide variety of forms and has a nice contrast of thick and thin. Simply put, I think its nice to look at.

The pattern would work in a linear fashion, spanning across the page, and over its edges.

The mark is fairly thin and fragile, so on photographic imagery, it requires a quiet space to be legible.

progressive caring neighborly

The full mark can be placed over more complex photographic information, but needs to be fairly large for the attributes to be readable.

VOLTAGE

VOLUNTEERS

The second identity focuses on strength and volunteering.

Electricity by nature is powerful, particularly when coupled with massive cherry pickers and the hardware needed to safely deal with electrical sources.

KANSAS CITY POWER AND LIGHT

Logotype

VOLTAGE

VOLUNTEERS

Combination The Mark

So this identity stands behind that feeling of power, while emphasizing the handshake and community involvement. The typography in this mark would rise to a peak, echoing the heights and low perspective when looking at power lines and linemen at work.

KANSAS CITY POWER AND LIGHT

Logotype

VOLTAGE

VOLUNTEERS

Combination The Mark

The logos in black and white.

Logotype

Combination The Mark

and without the company name.

Header
SUBHEAD
Kansas City Power & Light (KCP&L), a wholly owned subsidiary of Great Plains Energy Incorporated, is a leading regulated provider of energy-related products and services for homes, businesses, industries, and municipalities in the Kansas City metropolitan area. Our proven reliability and affordable rates have helped build satisfaction among our residential and commercial customers in Missouri and Kansas. In national comparisons KCP&L ranks among those utilities offering the lowest average prices for all customer segments and the least number of power interruptions due to outages. To better serve customers, the utility has been a leader in using technologies such as e-commerce and automated meter reading.

Univers is functioning as the typeface for this direction. Its strong, and stable. Its geometry plays well with power poles and the patterns in tower structure.

Rather than functioning in a pattern, the mark would be seen in large and cropped instances, highlighting different sections of the mark. It would be transparent to reduce its dominance over photographic imagery.

KANSAS CITY POWER AND LIGHT

Most photos with this set would be black and white, really allowing the intense green to pop.

C= 41 M= 0 Y= 100 K= 0

C= 0 M= 0 Y= 0 K= 65

C= 0 M= 0 Y= 0 K= 100

C= 0 M= 0 Y= 0 K= 0

The green to me represents electricity, while the other grey tones mimic machinery.

conduc

unity ting comm

My nal concept is my chosen direction in the kcp&l rebrand. It largely focuses on community through a large family of birds.

Lets face it, birds love power lines. They make for a certain gathering place, and a resting stop. When in a line, birds make for an interesting reference to power lines, although they have no real connection to electricity on their own.

conducting community
Logotype

conduc

unity ting comm

Combination The Mark

The logo focuses on discussion, and diversity. Each bird could represent a different kcp&l customer, uniting under a single power provider. I wanted them to seem simple and contain a sense of personality. Maybe even curiosity. The typography alludes to thunderbolts without being entirely literal in their depiction. Im also wanting to keep the ampersand, since it is part of their identity, but this typeface didnt have one, so Ill need to look at other options.

conducting community
Logotype

conduc

nity ting commu

Combination The Mark

The logos in black and white

Logotype

Combination

The Mark

and without the tag line.

C= 41 M= 0 Y= 100 K= 0

C= 0 M= 0 Y= 0 K= 65

C= 0 M= 0 Y= 0 K= 100

The color is simle, focusing on pale blues, and warm dark grays. The sky was certainly an inspiration once again, but I wanted a teal tone to add playfulness, and youthfulness.

For the typeface, Im considering Caslon. Its rened, but does have some character to it.

The pattern is much like the rst identity, operating in lines across the page. This focuses on the diversity, and makes great use in masses of birds. Its also fun to look through and drives that friendliness I wanted kcp&l to adopt.

conducting community

The logotype works best in quiet areas of photography, but can exist over complex areas with the right colors applied.

conduc

ting community

The full logo needs space however. The power line the birds sit on and the tag line below it can be easily obscured.

Front

Back

Here is an example of a business card making good use of the pattern.

The trucks are also quite long, making nice canvases for the patterns. I would like to try colored versions of the truck as well, perhaps in the teal or gray.

This bus stop and billboard show usage of strong photographic elements paired with the logos. The photo treatment would likely always be in the teal color or a black in white with a colored mark applied over them.

The hard hats for the linemen are also great canvases. As a round surface Id like to play with a graphic running around the entire helmet.

Thanks for listening!