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SOURCE Siegel+Gale, LLC
LOS ANGELES, Oct. 3, 2013 /PRNewswire/ -- Global strategic branding firm Siegel+Gale (www.siegelgale.com) today announced the launch of its work for Clean Energy Fuels Corp., the largest provider of natural gas fuel for transportation in North America.
Siegel+Gale collaborated with Clean Energy to develop the strategy, name, logo and visual identity for its renewable natural gas (RNG) fleet fuel, now known as Redeem. The new name references Clean Energy's approach to developing renewable natural gas as a metaphor for "recycling" methane-it affirms the idea that the waste you put out into the world comes back at a higher value as RNG. Redeem is rewarding for customers and for the planet, with a name that recalls the "re" of the renowned reduce, reuse, recycle slogan.
The brand strategy clarifies Clean Energy's leadership in fueling a new era of efficient transportation. Clean Energy is the only company that commercially offers an RNG product to natural gas vehicle fleets. Redeem, which is rated by the California Air Resources Board as 90 percent cleaner than diesel or gasoline, is able to meet the fueling needs of everything from a taxi fleet to 18-wheelers and will help companies meet their specific sustainability goals.
"Clean Energy has turned a corner in the fuel space, and with our story in place, we can express how Redeem is able to significantly have a positive impact on our world," said Gary Foster, senior vice president, corporate communications of Clean Energy. "The brand we unearthed with Siegel+Gale was an immediate and excellent fit for us; we can't imagine knowing Redeem as anything else."
Visually, Redeem stands out with a sharp logo and action-oriented visual identity system. The logo features a streamlined, flowing-stroke "R" that signifies the ease of switching to Redeem, and the omission of the left stem in the "R" highlights the product's efficiency. The brand's visual system features greens, blues and neutral grays-a clean and fresh color palette. Illustrations comprise flat graphics and feature an organic paper texture to provide a natural, accessible and simple aesthetic-all in line with what Redeem stands for.
"This compelling brand positioning confirms that Redeem is more than just a product; it is a principle and way of life. Redeem offers a way of life for everyone to believe in," said Alyson Schonholz, strategy director for Siegel+Gale. "With a name, strategy and identity that are so true to what Redeem does, Clean Energy is set to drive the future of the renewable natural gas industry."
For a more in-depth overview, view the case study here.
Siegel+Gale (www.siegelgale.com) is the simplicity company. We seek it, defend it and embrace it in everything we do to help brands reach their true potential. Simplicity is the centerpiece of the strategies we develop that reveal the unique truths of an organization, the engaging stories we create that connect brands with their audiences and the meaningful experiences we deliver that are both unexpectedly fresh and remarkably clear.
Since 1969, Siegel+Gale has championed simplicity for leading corporations, nonprofits and government organizations worldwide. We have offices in New York, Los Angeles, San Francisco, London, Hamburg, Riyadh, Dubai, Shanghai and Beijing, but we're willing to fly just about anywhere. We're also not alone. As part of Diversified Agency Services, a division of Omnicom Group Inc., we have strong partners all around the world.
About Diversified Agency Services
Diversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE:OMC), manages Omnicom's holdings in a variety of marketing communications disciplines. DAS includes over 200 companies, which operate through a combination of networks and regional organizations, serving international and local clients through more than 700 offices in 71 countries.
Kristin Leigh Metcalfe
Senior Marketing Manager, Siegel+Gale
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