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PSI Energy.

You couldn't call it a standing ovation, but H. Michael Goss, assistant to the chairman of Plainfield-based Public Service Indiana, says,'79 percent of the shareholders voted to approve the company's new name changes and logotype.'

Use of the art had to be stalled until the annual meeting on April 18. Now the firm officially is PSI Energy, Inc." The parent company has switched from PSI Holdings, Inc.,' to a less intimidating, more positive name, PSI Resources, Inc.'

The day after the board's approval, TV commercials created by Pearson, Crahan & Fletcher Group of indianapolis announced the change to the public. In the spot, a mature employee comes home and tells his wife he's not working for Public Service Indiana anymore. She is upset that he lost his job and will miss his friends at work. He chuckles, explains that the firm's name was changed and shows the camera a logo on his new business card.

About 570,000 customers will have a close-up look at the logo when the bills arrive.There'll be a new envelope and an insert that explains the change and the glowing symbol. We kept PSI' because that's the name most of our customers already call us,' explains Chairman James E. Rogers.

in the new logo, however, the letters PSI' are angled upward. The type selected for the word `Energy' is slanted to the right to symbolize that the company is going forward and is ready to meet a challenging future. And the color selected for PSI Energy" is now a brighter, fresher yellow. The old symbol of PSI was a lightning flash, which was de rigueur for electric companies 25 years ago when the logo was designed. Now, the letters are black and white and big on a field of buttercup.

'Energy describes the kind of products we offer and the spirit of our employees,' says Rogers. 'It more closely represents the kind of company we are today and intend to be in the future.'

The past, of course, includes that brutal brouhaha over abandoning the Marble Hill nuclear power plant back in 1984. Seven years and a few rate decreases later, attitudes have cooled and a new livery is appropriate.

Goss expresses the onward and upward attitude this way: We honor our 75-year past, but look to the future."

The company wants to signal that it is not the same company it used to be. it is not planning to be merely a seller of electricity, but a seller of energy services. it, furthermore, is looking at expanding its markets outside the state.

'Our industry is changing,' continues Goss. in addition to the traditional utilities, there is a growing market for what is called independent power producers, he says. Small firms are building power plants, which are not part of the regulatory system. They sell power to utilities who in turn sell it to the customer. The generating part of the business is separated out from the traditional vertically integrated system. We may build and run power plants all around the country,' Goss speculates. Strategic alliances with other utilities-that is the vision.'
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Title Annotation:Corporate Identity
Author:Johnson, J. Douglas
Publication:Indiana Business Magazine
Date:Jun 1, 1990
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