National Grid plugs in shorter name

Energy giant National Grid Transco is to drop Transco from its name in an attempt to unify its brand identity.

The branding is being handled by an in-house team based in the US, but external consultancies may be appointed ‘where required’, says a spokesman. He played down any input by external designers in the latest identity change.

The company appointed CDT Design and Fishburn Hedges to create its existing identity when it was formed by the merger of National Grid and Lattice in April 2002 (DW 24 October 2002).

‘Two-and-a-half years on, we are fine-tuning our identity to create a unifying element across the group’s divisions. If shareholders approve the changes [at the annual general meeting on 25 July] we have a roll-out ready to go,’ said the spokesman.

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