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Civilian Unveils San Diego Community Power Logo and Brand

Jan 12, 2021 | by Kim Coutts | Client Spotlight, Creative Find

In another key step towards launching as the state’s second largest Community Choice Energy provider, San Diego Community Power (SDCP) unveiled its brand and logo last month at the Fifth Annual Community Choice Energy Forum co-hosted by the City of San Diego and Climate Action Campaign.

The brand and logo were developed by Civilian and revealed by Cody Hooven, Chief Operating Officer at SDCP. The logo represents the non-profit organization’s five founding member cities – Chula Vista, Encinitas, Imperial Beach, La Mesa and San Diego – coming together to provide local control and community choice in energy providers for the region.

San Diego Community Power is a key player in achieving the region’s Climate Action Plan. In releasing the City of San Diego’s 2020 Climate Action Plan report, San Diego Mayor Todd Gloria highlighted the organization’s role saying, “San Diego has taken significant steps toward meeting our Climate Action Plan goals with the implementation of San Diego Community Power.”

Art Ebuen, Civilian’s Senior Art Director, led the creative team that partnered with SDCP to create the logo and brand guidelines residents and businesses will see on company letterhead, presentations, brochures, and on a new website currently under development. The six-month process began with a messaging session and creation of four mood board options representing key elements of the non-profit’s goals, style, and public-facing personality.

SDCP Textures

As SDCP is a brand focused on the legacy of creating a cleaner environment, the Civilian team drew inspiration from earth’s elements. Rather than repeating the blues and greens used by other CCAs in the state, the team developed a unique look and color scheme to differentiate the brand. The team also wanted form to follow function with a minimalistic mark that effectively captured the energy and spirit of the five cities coming together to forever change the region’s energy market.

The resulting logo uses color to create a sense of motion and showcase the concept of growth through the power gauge. It also provides a unique color scheme for each member city, creating a framework that unifies the offering and provides endless opportunities for each city to customize their respective engagement materials.

SDCP Website

Encinitas Councilmember and Chair of the SDCP Board of Directors Joe Mosca hailed the logo as “the visual representation of our future-focused brand and clear path to 100 percent renewable energy. We are not only changing the energy landscape for today; we are creating a legacy for future generations, and we hope this logo will come to represent a sense of local pride in the cleaner future we’re creating.”

SDCP also announced the names for the two tiers of energy it will provide at launch: “PowerOn” will be the entry-level clean energy package, and “Power100” will offer an option to upgrade to 100 percent clean energy.

Starting in March 2021, SDCP will begin purchasing renewable electricity on behalf of municipal and business customers in the cities of Chula Vista, Encinitas, Imperial Beach, La Mesa, and San Diego. Residential service will begin in early 2022. SDG&E will continue to deliver power, manage monthly billing and customer service, and provide ongoing power system maintenance.

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