A change of form that mirrors that of substance. They appear as many colored trails produced by moving cursors the new logos of the Enel group, unveiled today in Madrid at the headquarters of the Spanish subsidiary Endesa together with new website enel.com. “With the renewal of our brand – said the managing director and general manager, Francesco Starace – we are adapting Enel's image to the changes taking place within the group and to the rapid evolution of the energy sector, an evolution we are leading”.
The retouching of the image – the first since 1998 – comes at a time of profound industrial transformation for Enel, which will complete its merger with Enel Green Power within the first quarter of this year. The turning point, approved by the board of directors on 17 November and by the assemblies on 11 January, was decided to support the revolution underway in the world of energy. Compared to 2010, when Enel and Egp were separated, the irruption on the market of emerging economies (above all China, now number one in photovoltaics) has given the decisive boost to renewables, which according to experts are destined to become the future main energy sources.
This means that EGP's weight on Enel's turnover will increase in the next few years. Since its listing on the Stock Exchange, which took place just over five years ago, the installed capacity of the renewable energy company has risen from 5,8 to 10 Gigawatts, while profitability has grown from 1,3 to 1,8 billion. That is why today the group intends to rationalize the chain of control and decision-making processes.
Starace led Enel Green Power for four years and knows its potential up close: “He has developed his investment skills far beyond his financial capabilities”, explains the CEO. It is no coincidence that in the update of the 2016-2019 business plan published last November by Enel, more than 50% of new investments for growth are allocated to renewables (which amount to 17 billion, 2,7 more than the previous three years), making Egp the growth engine of the group.
Also last November, Enel also announced in London the open power strategy: “The concept of openness that we summarize with this English expression – the CEO explained today – positions us as a group that works to expand the technological content of its activities, to guarantee energy security and improve our services on a global level”.
Open Power "also means enhancing our infrastructure - continued Starace -, sharing knowledge to expand its uses, as well as collaborating with customers, partners and other stakeholders, thus creating a favorable environment for all, which ensures and protects investments. Open Power requires much more than being simple generators and distributors of electricity. Our new brand fully embodies the innovative, sustainable, multidimensional and open nature of the Enel group".
As for the website www.enel.com, the company explains that it is "user centric", is based on the principle of "mobile first" and gives particular importance to "storytelling", telling the stories of the group's customers and employees around the world.
