AMEREN: A deregulation-driven regional utility merger

A use of identity, by a leader

New: Ameren Corporation, St. Louis, MO

Launched: Merger completion 12/31/97

Formerly: Union Electric, and CIPSCO Inc. (Central Illinois Public Service Company)

Story in brief:
Energy deregulation, again; the merger of midwestern utilities, repositioning evidently for heartland expansion.

Credits:
C.E.O. - Charles W. (Chuck) Mueller
Naming - KassUehling
Design - Kiku Obata & Co.

First Impressions:
All-around, brilliant. The simple, solid name preemptively claims the "American energy" leadership position. The straightforward wordmark, nicely balanced with the heartland/sunrise symbol, will look great on the truck fleet. (Nitpicking, is the red accent "spark of energy"overkill? undermines symbol's integrity.)