Geneco is the retail energy brand of YTL PowerSeraya, launched in Singapore in 2018 as the country’s electricity market opened to consumer choice. The brand was developed by Brandient, a design studio with offices in Bucharest, Romania, and Singapore, which was commissioned to adapt the YTL Group’s existing UK-based Geneco brand for the new market context.[1]
Design and History
Geneco was introduced in two stages. The brand was first announced in March 2018 as a consumer-facing retail energy brand backed by Seraya Energy, the retail arm of the YTL PowerSeraya Group.[2] In October 2018, YTL PowerSeraya announced that Geneco would become the integrated brand for both its business and consumer energy portfolios, ahead of the nationwide rollout of Singapore’s Open Electricity Market.[3]
Brandient was commissioned to leverage the YTL Group’s existing Geneco brand in the UK, which was known for its work in recycling and renewable energy, and adapt it for the Singapore market.[4] The resulting identity was designed to carry two inheritances at once: the robust engineering of the Power Seraya and YTL Power lineage, and the cleaner-future commitment inherited from Geneco UK.[5]
The Geneco wordmark was designed based on strong and modern contemporary typefaces in full-swing deployment across all YTL businesses, while the “G-Arrow” symbol, the “eco” emphasis and the color palette were updated and expressed as a nod to its sustainability roots.[4]
Meaning and Symbolism
The “G-Arrow” symbol incorporates an arrow into the letter G, a device that helps make the wordmark more memorable and recognizable.[6] The design talks in a direct way about the circular economy through the spear and the green color that points to the sustainability discourse within a visually dynamic and flexible approach. The logo also conveys the spirit of utilities: reliable engineering and technology.[1]
The brand’s tagline at launch was “Power to Empower,” reflecting a customer-centric approach in its energy price plans.[2] Brandient described the tagline as not merely a slogan but a potent expression of the commitment to offer the best customer relationship and experience on the market.[1]
Typography and Design
The Geneco wordmark uses a chunky slab serif typeface, which observers noted makes the company look serious but accessible, and works well to support the distinctive slab element placed on top of the “G.”[6] The brand’s application system makes heavy use of green and blue colors across web pages and livery.[6]
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