3.4.2014 Pentagram

New identity for GEE.

Great Eastern Energy is one of the largest alternative suppliers of natural gas and electricity in New York, New Jersey and Massachusetts. Founded at the start of energy deregulation in 1996, GEE is an Energy Service Company (ESCO), or third-party energy retailer, that offers consumers the opportunity to choose who supplies their energy and helps them create more cost-efficient plans, then coordinates with local utility companies like Con Edison or National Grid for delivery of the energy to homes and businesses.


Pentagram’s Natasha Jen and team have designed a new identity for GEE that positions the company as a unique and innovative energy provider. Modern, friendly and accessible, the identity is part of a comprehensive program of graphics we created for GEE that helps educate consumers about energy and design their own solutions to save energy. Since the launch of the identity this winter, the number of consumers who have made the switch to GEE has increased by an extraordinary 500 percent.


Jen and her team worked closely with GEE to develop the identity system, which includes print collateral, marketing materials and the company website. Composed of dots in bright shades of orange and yellow, the new logo combines the shape of the letter “G” with the circular form of an energy meter. The dots are arranged in a pattern of alternating colors, visually activating the logo to convey the idea of energy production. An animated version of the logo on the website rotates the two circles like the turbines in a power generator. The symbol is accompanied by a wordmark set in ITC Lubalin Graph.