ConEd “Where Clean Energy Lives” campaign
A typical use of the “Where clean energy lives” slogan, using Degular Display Regular with leaf and plug device
In March 2021, New York City area public utility company Consolidated Edison, Inc. (typically referred to and styled as “conEdison” or just “conEd”) contracted agencies Code and Theory and Assembly to create ads publicizing the utility’s clean energy commitments. From late 2021 through to the present (summer 2022), the massive Where clean energy lives campaign has appeared in ads on television, public transport, radio, promotional products, and social media all over the New York City metropolitan area.
At the heart of the campaign is Degular Display Regular by OH no Type Co., often framed by a leaf and electric plug element that serves as a mark for the campaign. The campaign is also localized into Spanish to reach more of conEd’s New York and New Jersey customer base.
The use of Degular allows the campaign to stick out from the rest of conEd’s branding; making the campaign instantly recognizable, even without the enclosing leaf and plug element. The lighter, sharper forms of Degular stand purposefully in contrast to the heavy and blocky forms of Futura Maxi Bold, conEd’s typical brand font, but it also rhymes well with the Helvetica found in the conEd logo.
Finally, a grotesk that could be Söhne or similar is used as a secondary font for smaller text on some ads.
Examples of campaign applications, prepared by Code and Theory
“Where clean energy lives” video ad as seen outside an MTA subway station, August 2022
The tag of a TV ad
The tag of a TV ad translated into to Spanish
