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The companies which provide power to much of the Gulf Coast — Gulf Power, Alabama Power, Mississippi Power, and parent Southern Company — have a new look.

Southern Company officials unveiled a new logo and brand this week, which officials said was the company’s first design change in more than 20 years. The previous logo — a triangle with a stylized lightning bolt cut out— dates back to 1977.

Southern Company and its subsidiaries, which supply power to much of the Gulf Coast, unveiled a new brand this week. (Southern Company/Special to The Pulse)

Southern Company and its subsidiaries, which supply power to much of the Gulf Coast, unveiled a new brand this week. (Southern Company/Special to The Pulse)

The move coincides with Southern Company’s recent merger with natural gas distributor AGL Resources, which was concluded earlier this month. The combined company is now the second-largest utility in the United States in terms of customer base, officials said, serving more than 9 million customers in 18 states. Southern Company’s network now includes nearly 200,000 miles of electric transmission and distribution lines and more than 80,000 miles of natural gas pipelines.

“Southern Company’s recent growth in natural gas has expanded our business beyond electricity, providing an excellent opportunity to review our brand,” said Southern Company CEO Thomas A. Fanning. “By adding Southern Company Gas while developing the full energy portfolio, Southern Company has doubled its customer base, expanded its footprint and broadened the scope of our business. Today we are a leading national energy company that is better positioned to deliver real solutions for customers.”

The new brand “honors the past and builds for tomorrow, reflecting the company’s leadership in creating America’s energy future,” officials said. Gulf Power, Alabama Power, and Mississippi Power are current rolling the new logo out to the companies’ social media profiles and websites, but it’s not yet clear when you might see the new logo on company trucks. Company officials said the new brand will be rolled out through a “thoughtful, deliberate and efficient process managed over time by each of the operating and distribution companies.”

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