What color should be in a logo of a coal mining company? Green of course! The purpose of rebranding of Litvínovská uhelná to Severní energetická was to introduce a new player on the power industry market and at the same time to provide this company with a more positive image. The actual transformation was an dynamic event: On September 4th, the shiny new logo appeared by the ČSA mine, Chvaletice Power Station as well as at the offices on new headed papers and new business cards. On the very same day, we managed to organize a big event and start an extensive promotion campaign throughout the Czech Republic. Subsequently, Severní energetická won the Act of the year award from the Confederation of Industry and Transport. We can thus consider the task of building a positive image of a company doing business in a negatively perceived field as completed.

Mladá fornta
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