Why we are refreshing the brand now

For more than 30 years, we, as a company, have made a commitment to delivering clean energy and water solutions. As we tackle the looming global climate challenge, it is time for us to unite our fast-growing power generation and our regulated energy and water businesses as one strong brand. 

We started this initiative in 2018 internally by consulting select colleagues across the organization. Fast-forward to today, and our customers are counting on us more than ever. We need to reassure them. We need to do more than what they expect. We need to guide them to a cleaner, better future, where everyone can flourish.

As we continue to grow, we are putting our customers in the center of every decision we make. We want our customers to know that through our new strong brand.

We want you, our customers, our investors, and people in our communities know how we are bringing positive changes to their lives and how we will build a cleaner, better future together.

What our new brand does

We are bringing our non-regulated power generation business and our regulated energy and water businesses under one brand as Liberty. This is a name we all cherish and we see a lot of potential for this brand to flourish.

We have introduced a new logo – our Radiant Heart – to replace the existing logos of Liberty Utilities and Liberty Power. The Algonquin Power and Utilities logo remains unchanged at the moment.

The new brand is our public pledge to our commitment to building a better, cleaner future with energy and water solutions. 

We are a company for the future. This new brand gives us a fresh, energized expression to articulate who we are, what we believe in, and why we matter to the customers and communities we serve, today and tomorrow.

What our new brand expresses

We are not simply in the business of powerlines, meters, or pipes. We are in business for people. We do what we do every day because we are building clean energy and water solutions to sustain our communities, our home, and our future.

Our new Radiant Heart logo is the most prominent change of our visual expression. It embodies our energy and optimism for the future. It symbolizes the heart we bring to serving our communities and how clean, sustainable energy and water are the heartbeat of our homes and communities. 

The Radiant Heart expresses how we put our heart to what matters: reliable, affordable service for our communities matters. Greener, cleaner, and more sustainable systems for the future matter.

What you can tell customers today

We encourage you to share the excitement about our new branding journey. Tell customers our Radiant Heart logo reflects our commitment to them. It symbolizes how clean, sustainable energy and water are the heartbeat of our homes and communities. 

Explain to them that the logo won’t change on everything right away. The transition will happen over time, to ensure we manage it in the most responsible way we can. 

Reassure them that you’re proud to be a part of their community and excited for the future. Promise them that our customers are at the heart of everything we do. 

Encourage them to find out more about the brand on our current web page: libertyutilities.com/brand. The page includes information on how customers can better protect themselves as we transition our brand. 

Let them know that they will receive a customer letter from us explaining our new brand, what it stands for, and our commitment to you. Meanwhile, they can contact us and receive service from us.

What you can expect meanwhile

We are dividing our brand rollout into three phases: inform, connect, and inspire. We want to make sure our customers understand what is changing and why we are changing, give them time to adjust, and eventually have them embrace our new brand. 

You can expect to receive your training between late October through the end of the month. Please talk to your managers if you have more questions after the training.

You will also start seeing changes on our intranet and also will see the new look on our Liberty Facebook Workplace. Please share your thoughts.

Check this microsite often for new updates.

Your email signature and our external web sites will be updated later this fall.