Visayan Electric Company, Inc., Metro Cebu’s lone distribution utility and the second biggest in the country, has dropped the name VECO, changed this to Visayan Electric and introduced a new logo as part of the rebranding campaign of parent firm Aboitiz Power Corporation.
The rebranding covers the distribution utilities under AboitizPower, which now use company logos with the same font, same color and the same three diagonal lines.
The three lines replaced the lightning bolt in the old logos of Visayan Electric, Cotabato Light and Power Co., and Davao Light and Power Co., Inc. as well as the three wavy lines in the old logos of the EnerZone Group.
The EnerZone Group is composed of five privately-owned utilities that serve an economic zone, namely Balamban Enerzone Corp. for the West Cebu Industrial Park in Balamban town in Cebu, Mactan EnerZone Corp. for Mactan Economic Zone II in Lapu-Lapu City in Cebu, Subic EnerZone Corp. for Subic Bay Freeport Zone, Lima EnerZone Corp. for the Lima ecozone in Batangas, and Malvar Enerzone Corp. for the Light Industry and Science Park IV in Batangas.
Asked on what the three lines represent, Visayan Electric chief operating officer (COO) Anton Mari G. Perdices said they could represent a light bulb.
Perdices said the rebranding campaign aims to highlight the fact that AboitizPower owns not only Visayan Electric but the other distribution utilities as well.
“We wanted to have one look, one feel, one brand, one atmosphere, one character for everything,” he said.
“Brands are promises to customers. They represent who we are, what we do and the experience we all wanted to provide,” he added.
The Visayan Electric logo, however, is a bit different from the rest as its letter I’s are dotted with triangles to represent V for the Garcia-led Vivant Corporation, which owns about a third of the utility at 34.81%.
Visayan Electric serves Metro Cebu - the cities of Cebu, Mandaue, Talisay, Naga and municipalities of Liloan, Consolacion, Minglanilla and San Fernando.
It is currently undertaking an underground cabling project in six phases along the Sinulog Grand Parade route in Cebu City.
Visayan Electric is now on Phase 3, which it hopes to complete by the end of December 2019. This segment covers Imus Avenue, from the corner of Sikatuna Street to the corner of General Maxilom Avenue.
It targets to start the three remaining phases in early 2020, after completing all government regulatory requirements. These segments cover General Maxilom Ave., from the corner of Imus Ave. to F. Ramos Street.
So far, Visayan Electric has removed the unsightly overhead wires along Osmeña Blvd., from Capitol down to P. del Rosario Street. (Ventures Cebu)