Naturgy is the Spanish multinational energy company formerly known as Gas Natural Fenosa. The company adopted the Naturgy name and a new visual identity in June 2018, replacing the Gas Natural Fenosa brand as part of a strategic plan for 2018-2022. The rebrand was designed to reflect the company’s international ambitions and its positioning as a broader energy company rather than a gas-only utility. [1]
Design and History
The Naturgy logo was designed by Interbrand, which worked on the new corporate image for the company. [2] The new identity kept the traditional butterfly symbol that had been part of the company’s branding since 1992, along with the corporate colors of blue and orange. [2] The company’s own history page confirms that the Naturgy brand preserves part of the previous name and includes an icon reminiscent of the butterfly created in 1992, but with a simpler design. [3]
The previous Gas Natural Fenosa logo combined a sans-serif wordmark with a photographic butterfly image. The new logo simplified the butterfly element into an abstract orange symbol, a change intended to make the identity easier to reproduce and better suited to digital media. [4] The rebranding, conceived by Interbrand Europa, gave the butterfly a single color to facilitate reproduction and digitalization across different media. [4]
The company’s president at the time, Francisco Reynés, described the new brand as “simple, global” and reflective of an environmental commitment and technological innovation. He stated that the new image and logo were intended to serve as a lever for change in the company’s evolution. [5] The company also sought a logo that was “digitalizable” and not tied exclusively to gas, as part of its aim to be recognized as an energy company rather than only a gas company. [2]
Meaning and Symbolism
According to Naturgy’s official brand guidelines for Brazil, the butterfly represents lightness and freedom, and the company’s ability to adapt to the new. The orange color conveys energy and light for the brand, with the butterfly being the most identifying and representative graphic element of Naturgy. [6]
The company’s official history states that the Naturgy brand “takes on the company’s historical legacy” while preserving part of the previous name. [3] The rebrand was presented as a change that respected the company’s past while making it “more flexible and agile.” [7]
Typography and Design
Naturgy’s corporate typography is FS Emeric, as specified in the company’s official brand guidelines. [8] The brand guidelines also specify the official colors: the blue wordmark uses Pantone 301 C, and the orange butterfly symbol uses Pantone 152 C. [6]
In 2023, Naturgy launched a new visual code intended to simplify communication with its customers. This new code, described as “simpler, more direct and hyperbole-based,” impacted the company’s image, texts, and audiovisual proposals. [9] The campaign was designed to convey the brand’s main values: simplicity, innovation, experience, and respect for society and the environment. [9]
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