Introducing our new look
Entergy has a new look, and our new logo will be phased in over the next several months. With our new look comes a renewed commitment. We are improving how and when we communicate, so that you have more timely, clear and engaging messages that give you the information you need to make better decisions for your family or business.
Our company’s continued transformation
At Entergy, we are building an integrated customer organization that will help us continue to cultivate positive relationships and open communication with customers.
We are deploying new products and services to help families and businesses achieve the outcomes they want.
And within our company, we are using continuous improvement tools to advance processes, products and services.
Our new look and logo is more than a new visual identity.
It signifies our commitment to improve how and when we communicate, so that you have more timely, clear and engaging messages that give you the information you need to make better decisions for your family or business.
We’ll always listen, so that we can continue to better serve, better support, and better build the future, together.
Frequently Asked Questions
- 1. What is changing?
Entergy is launching a new visual identity and overall refreshed brand over the next several months to better reflect and convey who we are today and for future generations. We intend to work for everyone, be ready for anything and lead the way to a cleaner, brighter future.
Further, Entergy is building an integrated customer service organization that will help us continue to cultivate positive relationships and open communication with our customers. We are deploying new products and services to help families and businesses across our entire service area achieve the outcomes they want. And within our company, we are using continuous improvement tools to advance processes, products and services that will enable us to work more efficiently and effectively. These are characteristics of the premier utility.
Our refreshed brand allows us to articulate these innovations and overall enhancements in how we serve our stakeholders in a more thoughtful and distinctive way.
- 2. Why is Entergy changing its logo, colors and brand?
In recognition of the transformation underway in our industry, our business and the expectations of our stakeholders, Entergy is launching a new, refreshed brand over the next several months to more fully convey who we are today and for future generations.
Our brand expression articulates who we are and our aspirations to become the premier utility for all stakeholders. The premier utility is where we aspire to be and where we intend to go – a goal state. As we continue proactively transforming our company to meet tomorrow’s opportunities, our new, refreshed brand and associated commitments will help us tell our story and deliver experiences consistent with our aspirations.
- 3. Why is Entergy making this change now?
We recognize our industry is transforming, and we as a company have transformed as well to meet the growing expectations of our stakeholders. The new, refreshed brand is a simple, yet powerful and directive platform we will use to communicate who we are today and our aspiration to become the premier utility.
- 4. Will the cost for these brand changes be included in electric or gas bills?
No. The costs for this new visual expression and overall brand implementation are not funded by customers and are not included in the costs that regulators allow the Entergy utility companies to recover from customers for electric and gas service.
- 5. What does the term “brand” mean?
A brand is the comprehensive idea or image people have in mind when they think about a business, the products and services a business provides, and the activities a company undertakes. The brand involves both the visual elements that people identify with a company – logo, advertising tagline, imagery or even the colors used – as well as what they experience and how they feel about a company.
The best brand platforms are simple, so that everyone can understand and retell the story; tangible, to spur real innovation in the experience and overall service delivery; and emotional in order to motivate and align the entire organization to deliver on the brand promise. We are taking the next step on our journey to transform Entergy into the premier utility. Our brand will help communicate and visually compliment the positive experiences and future we’re building for all stakeholders.
- 6. Is this brand effort only about a change of a logo and colors?
No. Our brand, which includes our logo and more, represents what our stakeholders think about our business, the products and services we provide, and the activities we undertake. As part of our larger commitment to transform how we serve our stakeholders, now is the right time to refresh our brand.
- 7. What does the new logo mean to Entergy?
We work hard every day to power life for our customers and communities. Entergy’s new logo and visual identity offers a fresh, modern and more vibrant look that signifies a commitment to work for everyone to power a cleaner, better future.
Entergy, which has been a part of the communities it serves for more than 100 years, has not refreshed its brand in any substantive way in 30 years. The new logo is a nod to the iconic elements of our brand’s history with a fresh twist to remind stakeholders we’re here to deliver positive outcomes and help them realize their ambitions.
- 8. Will the Entergy website change?
Our company name and web addresses will remain the same. Our new visual identity, including new colors and logo, will be apparent on most webpages on day one of the brand launch and then increase over the next several months as we fully activate the brand elements.
- 9. How will this impact customers?
The technical aspects of the platforms our customers use to interface with the company, such as MyEntergy and mobile application platforms, will not change other than that the logo and imagery will change over time. We also commit to communicate in a more timely, clear and engaging way.
The new, refreshed brand is the mechanism we use to communicate with our customers – both who we are today and our aspiration to become the premier utility. As Entergy transforms to meet the expectations of our stakeholders and become the premier utility, our new, refreshed brand will help us communicate that story and reinforce our transformation.
- 10. Why do the changes take months?
In a business as large and complex as Entergy, it will take some time to make all the needed changes. Over time you will begin to see our advertising and building signage change, as well as the logo on uniforms, fleet vehicles and bucket trucks, volunteer shirts and even email signatures and business cards. It’s also important that we take advantage of natural operational changes to minimize transition costs. For example, as uniforms are replaced following normal wear and tear, they will be replaced with apparel containing the new logo.
- 11. How was the brand developed? Who was involved in the work?
The brand refresh involved a comprehensive review of Entergy’s existing expression, in-depth research and analysis of where we are today and where we are heading in the future. Multiple interviews and surveys with Entergy’s employees, senior leaders and board of directors were conducted over many months to gather input and gain feedback on the new brand before and during its development.
- 12. How much is this costing the company?
The costs to implement the new visual identify and overall brand elements, which are being phased in over several years, are not passed onto customers through their bills. Entergy is taking a cost-sensitive approach with its brand efforts, including executing a phased rollout, rather than replacing branding on every uniform, vehicle, building, power plant, etc. immediately. The costs are comparable to what companies of similar size would allocate for a similar project and will ultimately be determined by the timing and scope of the overall effort.
Entergy’s new, refreshed brand is more than just a logo but a renewed commitment to our customers, employees, and the communities we serve. We are building an integrated customer service organization that will help us deliver positive experiences for our customers through open and timely communication. We are deploying new products and services to help families and businesses across our entire service area to achieve the outcomes they want. And within our company, we’re using continuous improvements tools to advance processes, products and services that will enable us to work more efficiently and effectively.