Centrais Elétricas Brasileiras S.A., widely known as Eletrobras, is a Brazilian energy holding company. Its visual identity underwent two major transformations: a 2010 rebranding that unified the group under a single mark, and a 2025 renaming to Axia Energia with a new identity.
Design and History
In March 2010, Eletrobras launched a new corporate identity that dropped the acute accent from its name, changing “Eletrobrás” to “Eletrobras,” and introduced a unified logo for the holding and its 15 subsidiaries. The change was driven by the company’s internationalization goals and aimed to reinforce the holding brand across all subsidiaries, which previously had individual visual identities. Subsidiaries were renamed with the Eletrobras prefix, such as Eletrobras Furnas and Eletrobras Chesf. The process cost R$1 million and included internal and external research. The new identity was developed by the consultancy Ana Couto Branding & Design and launched on March 22, 2010. [1] [2] [3]
In October 2025, Eletrobras announced it would change its name to Axia Energia. The rebranding project, which took about a year and a half, was led by Tátil Design, with the launch campaign by Artplan. The name derives from “axis” in Latin and “axia,” meaning value in Greek. [4] [5]
Meaning and Symbolism
The 2010 Eletrobras symbol was described as conveying “Brazilianness and fluidity,” representing the company’s constant evolution and continuous movement. The blue represented water, which renews itself and becomes energy, while the two shades of green conveyed the idea of diversity, both natural and in Brazil’s energy matrix. [6] The mark used blue, green, and yellow, colors associated with the Brazilian flag. [7]
The Axia Energia identity, introduced in 2025, uses blue as its predominant color, replacing the green, yellow, and blue of the Eletrobras mark. The logo was redesigned in three colors (blue, lime green, and green) representing natural elements associated with energy generation: wind, hydro, and solar. [8] [7] The identity system relies on majorelle blue and electric blue tones to establish a sense of scale and connectivity. [9]
Typography and Design
For the 2010 Eletrobras identity, the typography used in presentations was a font nicknamed Foco, created by Dalton Maag, used for slogans, short texts, and titles. Body text used TheSans, designed by Lucas de Groot. Neither font was exclusive to Eletrobras. [6]
The Axia Energia mark is described as a sphere assembled from interlocking four-pointed star forms. [10]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
