New AEP logo returns to ‘American’

American Electric Power has a new logo and tag line, part of what marketing experts say is an attempt to improve the company’s image and emphasize the “American” part of the name.

The logo spells out the full name, in contrast to its predecessor, which had the acronym “AEP.” The new tag line is “Boundless Energy.”

The logo change, announced Wednesday, is Columbus-based AEP’s first major one since 1987.

“The energy industry is changing, and our customers’ expectations also are evolving, so we must adapt to meet those new expectations,” said Nick Akins, chairman, president and CEO, in a statement. “As we become an energy company for the future, it’s time to adopt a new logo and a new tag line — Boundless Energy — to reflect that transformation and our aspirations.”

AEP worked with a Columbus firm, The Shipyard, to develop the logo and tag line.

“They’re going well beyond a logo change here,” said Mike McCarthy, a marketing professor at Miami University. “They’re trying to put words back into their brand.”

He notes that the first word, “American,” is emphasized at a time when President Donald Trump and others are placing a high value on companies based in the United States.

AEP is one of the largest electricity utilities in the country, with 5.4 million customers in 11 states.

The company’s marketing materials frame the change in terms of technological innovation and a desire to engage with its customers.

AEP, like many other electricity utilities, is shifting toward investments in interstate power lines and away from large power plants. AEP also has emphasized its deployment of solar and wind energy.

“Right now in society, we have a negative impression of power companies, petroleum companies, right or wrong,” said Casey Newmeyer, a marketing professor at Case Western Reserve University in Cleveland. “They may be trying to show that, hey, just because we make energy doesn’t mean that it’s bad.”

To underscore this point, she points to a fact sheet that spells out AEP’s corporate values; it includes a pledge to strive for “zero harm.”

Many major brands have reduced their brand names to an acronym — such as IBM, which was once known as International Business Machines.

AEP is going in the opposite direction, which is not common, McCarthy said. He thinks this would not be possible if the name ‘American Electric Power’ did not have broad appeal.

The company will begin changing the logos on its main buildings in the next few months. Completing the rollout on buildings, vehicles and other materials across the 11 states will take about two years.