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BLUE PILOT

LOGO PRESENTATION Logo presentation: February 18, 2013

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Blue Pilot’s market. It’s a crowded place. Deregulation means more providers, more services, and more options. Customers want to control costs and are looking for reliability and value in an energy provider. Choosing one can be confusing and time-consuming. They need an energy company that gives them a refreshingly memorable experience, a company who cares about them and informs them. They need a company they won’t forget about three months after won’t forget about them. They need Blue Pilot Energy

Logo presentation: February 18, 2013

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Strategy

Consumer

the power of freedom

Market Highly competitive industry Requires consumer education as energy markets become deregulated

Logo presentation: February 18, 2013

the power of information

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the power of trust

Looking for control, stability, and predictability Financially conscious Want options that meet their budget Will pay a slight premium for a brand that matches their values and beliefs Likely to have or have had a family High energy usage

Brand Warm Friendly Trustworthy Honest Smart Dependable Socially supportive


Brand Manifesto

Freedom. Truth. Blue Pilot Energy. From the phone call, to the website, to print and social media, Blue Pilot is honest and transparent. Whether it’s helping the customer select the right plan, or helping them take the steps to use less electricity, the focus is always “how can we help the customer save.” We’re thoughtful. We’re trustworthy. We care. The Blue Pilot Mission is two-fold: 1. Help customers save money. 2. Help customers save energy.

Logo presentation: February 18, 2013

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Blue Pilot Tone. We’re friendly. We’re approachable. We’re honest. We’re also serious about improving people’s lives with our energy services. The way we act and speak is always caring, informative and focused on saving—saving money and saving power. We don’t just provide energy solutions to the community, we are part of the community. We deliver what people need to keep their lives moving forward. And we do it with a smile.

Logo presentation: February 18, 2013

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Who we’re not: Too big to talk to you Just another energy company Unavailable to help Too corporate Call center in India

Who we’re are: Always ready to serve your needs Partners in your lifestyle Understanding and informative Friendly and helpful People who listen


Competitor Logos


The New Look.


Logo A


Logo A SYMBOLIC ELEMENT The iconographic lightning bolt conveys energy and represents Blue Pilot’s service: electricity.

SYMBOLIC ELEMENT Spherical shape represents an electron.

rationale The designer’s goal was to create an iconic, progressive logo with a simple, clear meaning. TYPEFACE Helvetica Bold Modern typeface shows strength Warm Friendly TYPEOGRAPHY All lowercase Strong Modern Established Stable Symbolism A simple lightning bolt icon symbolic of electricity. Spherical shape representative of an electron.

STYLIZED Lowercase font for an unintimidating, friendly presence.

EMOTION Inviting Friendly Trustworthy COLORS Grey: Softer and friendlier than black


Logo A

Joseph T. Koppy CEO/CFO jkoppy@bluepilotenergy.com 250 Pilot Road, Suite 300 Las Vegas, NV 89119 t. 702.547.8546 | f. 702.547.8649 | m. 702.250.7979

we give you the power


Logo B


Logo B

SYMBOLIC ELEMENT The abstract inverted, opposing triangles represent a bolt of electricity.

rationale The designer wanted a professional, modern look, with a unique color palette that conveys energy and competence. TYPEFACE Strong Progressive Nimble Intelligent TYPEOGRAPHY All uppercase Leadership Strength Intelligence Symbolism The inverted, opposing triangles are symbolic of energy, electricity, and excitement.

STYLIZED Uppercase letters give a commanding and progressive “forward moving� presence.

EMOTION Excitement Control Hope Optimism COLORS Green: Stands out from competition, modern, calming and organic Slate Blue: Sleek and strong, business oriented


Logo B

Joseph T. Koppy CEO/CFO jkoppy@bluepilotenergy.com 250 Pilot Road, Suite 300 Las Vegas, NV 89119 t. 702.547.8546 | f. 702.547.8649 | m. 702.250.7979

we give you the power


Logo C


Logo C SYMBOLIC ELEMENT The sphere represents earth. The electron orbiting earth demonstrates electricity’s importance to our planet.

SYMBOLIC ELEMENT The icon represents an vibrating electron orbiting a nucleus.

rationale The designer wanted to convey energy, by showing the genesis of energy—the vibration of electrons around a nucleus. TYPEFACE Strong Progressive Determined Smart TYPEOGRAPHY All uppercase Leadership Strength Intelligence Symbolism The sphere represents earth. The electron orbiting earth demonstrates electricity’s importance to our planet.

STYLIZED Uppercase letters give a commanding and trustworthy presence.

EMOTION Excitement Control Hope Optimism COLORS


Logo C

Joseph T. Koppy CEO/CFO jkoppy@bluepilotenergy.com 250 Pilot Road, Suite 300 Las Vegas, NV 89119 t. 702.547.8546 | f. 702.547.8649 | m. 702.250.7979

we give you the power


Logo D


Logo D

SYMBOLIC ELEMENT electricity.

SYMBOLIC ELEMENT Three heads symbolic of familial friendliness.

rationale The designers goal was to create a simple, “web 3.0” iconic look, with multiple symbolic meanings. TYPEFACE Helvetica Bold + Light Modern typeface shows strength Warm Friendly

SYMBOLIC ELEMENT King’s crown shape symbolic of leadership in the utility industry.

TYPEOGRAPHY All lowercase Calming Modern Established Stable Symbolism Three heads symbolic of familial friendliness. King’s crown shape symbolic of leadership in the utility industry.

STYLIZED Lowercase letters reinforce the trustworthy, friendly nature of the brand.

EMOTION Inviting Friendly Trustworthy COLORS Grey: Softer and friendlier than black


Logo D

Joseph T. Koppy CEO/CFO jkoppy@bluepilotenergy.com 250 Pilot Road, Suite 300 Las Vegas, NV 89119 t. 702.547.8546 | f. 702.547.8649 | m. 702.250.7979

we give you the power


Logo E


Logo E SYMBOLIC ELEMENT Iconic, abstract power lines signify electricity.

rationale The designer’s goal was to combine the technocological and emotional, combining elements that feel familiar yet progressive. TYPEFACE Helvetica Bold + Light Modern typeface shows strength Warm Friendly TYPEOGRAPHY All lowercase Calming Modern Established Stable

SYMBOLIC ELEMENT Crossing, chaotic lines signify movement and energy.

Symbolism The abstract power lines convey electricity and energy. The secondary symbol—a mountainous panorama—conveys calmness and solitude. STYLIZED Lowercase letters reinforce the trustworthy, friendly nature of the brand.

EMOTION Calm Happy COLORS Grey: Softer and friendlier than black


Logo E

Joseph T. Koppy CEO/CFO jkoppy@bluepilotenergy.com 250 Pilot Road, Suite 300 Las Vegas, NV 89119 t. 702.547.8546 | f. 702.547.8649 | m. 702.250.7979

we give you the power


Logo F


rationale The designer wanted a clear, understandable identity for Blue Pilot, with an eclectic, modern look.

Logo F SYMBOLIC ELEMENT The icon represents electrons spinning around a nucleus.

TYPEFACE Helvetica Bold + Light Modern typeface shows strength Warm Friendly TYPEOGRAPHY All lowercase Calming Modern Established Stable

SYMBOLIC ELEMENT The spinning electrons convey energy and enthusiasm.

Symbolism The icon represents electrons spinning around a nucleus. The spinning electrons create an aura of energy and enthusiasm. STYLIZED Lowercase letters reinforce the trustworthy, friendly nature of the brand.

EMOTION Exciting Fun Energetic COLORS Grey: Softer and friendlier than black


Logo F

Joseph T. Koppy CEO/CFO jkoppy@bluepilotenergy.com 250 Pilot Road, Suite 300 Las Vegas, NV 89119 t. 702.547.8546 | f. 702.547.8649 | m. 702.250.7979

we give you the power


Meet Plug.

Logo presentation: February 18, 2013

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Meet Sparks.

Logo presentation: February 18, 2013

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