June 16, 2025 (New York, New York) – Xcel Energy has launched its new brand platform, Making energy work better, created and designed by global brand, experience and marketing consultancy Lippincott. As a vital energy provider to nearly four million homes and businesses across eight states, Xcel Energy’s new brand was designed to resonate across regions and build trust with customers.
Lippincott partnered with Xcel Energy to deliver a complete brand strategy and new visual identity. Xcel Energy’s legacy has centred on its reputation as a leading clean energy provider, but as the company has evolved it needed a new brand vision to highlight its customer-centric focus alongside its green mission. Lippincott created the brand idea, Making energy work better, to showcase Xcel Energy’s commitment to exceptional service, operational excellence, applied expertise and clean energy leadership.
The new visual system was built around key strategic goals: keeping the well-known logo and primary red color in place, and creating a system that reinforced commitment to the customer, making communications easier to engage with and using localization that showed focus on people and communities.
The new visual identity champions customers as the heroes of the Xcel Energy story. The imagery focuses on how customers interact with energy, creating a unified identity between customers and brand. The new bold typography was created to celebrate the impact Xcel has on its customers. The new visual suite also includes unique badges for each state served by the company and a custom illustration library inspired by meaningful landmarks, to purposefully align location and existing customers with the new brand.
Jenifer Lehker, Senior Partner, Lippincott, said: “Xcel Energy is at the forefront of the energy transition, but in a tough economic environment, a brand story built solely on leading innovation isn’t enough to win customer trust. The team at Lippincott have worked to bring Xcel’s other leading attributes back into the narrative: exceptional customer and community-centricity. It was critical we didn’t alienate existing customers with a new brand, with pretty visuals but no impact on their ultimate experience, so we worked with the team to build a new identity and a new mission. The result is a striking new design and brand platform that effectively illustrates Xcel’s commitment to its customers.”
Rob Clark, SVP, Chief Communications Officer at Xcel Energy, said: “Lippincott drew on its years of expertise to truly understand what we needed and have reinvented our brand to evoke our exceptional service, operational excellence, applied expertise, and energy leadership, while placing customers at its very heart. Our new brand has also become an actionable mission for our employees, keeping them focused on continuous improvement for the people they serve.
“Our new identity, brand platform and narrative, shift perceptions from a traditional utility to a truly service-obsessed energy partner.”
