Peabody Energy serves 23 nations on six continents, fuels 10 percent of U.S. and two percent of global electricity generation, and boasts an industry-leading nine billion ton coal reserve base. Impressive? Most definitely, but that’s to be expected of the world’s largest private-sector coal company. Now, Peabody is changing face, literally, with the unveiling of its new brand logo.
The new logo is designed to bring a more contemporary look to Peabody. The original logo, which served the company for over a quarter century, was designed to mimic the cuts of the coal face in the mining process. The new logo is described as an evolution of the original that will express where the company is heading in the 21st Century. Credit is given to St. Louis-based Obata design for concocting the image.
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In the release, company officials claim, “The typeface represents the foundational features of leadership and strength, while the curved lines signify a sleek nimbleness and modern feel, providing a more cosmopolitan look and broad appeal for the global markets that the company now participates within.”
The biggest change to the logo comes in the new color, “Peabody Blue,” chosen to “convey optimism, confidence, stability, unity and strength, while being universally appealing and friendly.”
The new logo also now features the word "energy," versus just simple “Peabody” in the previous logo. This is added as “a manifestation both of what Peabody does and the manner in which the company’s products, services and values are delivered.”
Who knew that a simple logo could express all of the above? But considering the poor publicity the coal sector has been receiving as of late, perhaps an image upgrade is just what the company needs.