Electrica is the market leader in electricity supply and distribution in Romania, with a history which goes back 120 years, with the first public lighting network in the country. The company has three business lines: supply, distribution (by three regional operators) and energy services - all under the umbrella Electrica (name and identity).

With the liberalization of the energy market and the European Directive of Unbundling, Electrica has redefined its brand architecture to differentiate the distribution line from the rest. 

In order to keep the connections already created in the costumers’ minds, the names of the distribution operators have been built around the denominator of the region, to which was added the acronym "SDEE" (Society of Distribution for Electrical Energy): SDEE Transilvania Nord, SDEE Muntenia Nord, SDEE Transilvania Sud. The main task of the distributors in this category is taking electrical power from transporters and transform it into energy that is accessible to end users. We capture this process in the brand identity, inspired by the transformer’s symbol used in technical drawings of electrical networks.

The relationship between the three operators, covering three regions of the country and the three phases of electricity resulting from the distributors’ work are also captured in the brand identity and visual language of communication (dynamic lines, colors, etc.). Operators now have a modern identity that highlights very clearly the category to which they belong to and helps remove the existing outdated perception of the company.

To ensure coherent implementation of identity, we have developed templates for administrative and communication materials and rules for using the new identity within the identity book.