Latvenergo's trade brand Elektrum renews its visual identity
April 16, 2026
Latvenergo's trade brand Elektrum renews its logo, visual identity and slogan. Since Elektrum establishment in 2012, the brand has maintained strong recognition and is now being renewed to support the Group’s development ambitions, international growth and readiness for the energy challenges of the future. The new identity unites Elektrum’s operations in all the Baltic States through a single and universally recognisable symbol – amber.
Elektrum’s renewed visual identity in Baltic States will be introduced gradually from 16 April across the main customer communication channels and incorporated into Latvenergo’s future communications. Marking the next stage of the Group’s development, the new identity will be used in the upcoming Elektrum Next renewable energy generation projects – wind and solar parks.
Dmitrijs Juskovecs, Chief Commercial Officer of Latvenergo AS: “Like our new logo, Elektrum is not static – we continue to move forward. We have evolved from an electricity trader into a one-stop energy partner in the Baltic region, offering electricity, gas, solar panels, electric vehicle charging and energy-efficiency solutions, bringing together everything our customers need in one place. Our growth is founded on our ability to listen to our customers and offer modern solutions, while amber as our symbol reminds that Elektrum’s energy comes from nature, being the key to our security and independence. By investing in renewable energy resources, we are strengthening green energy as a strategic advantage and continuing to grow as a regional exporter, not just a local leader.”
The motif of the new identity is amber – a symbol that unites Baltic States and reflects Elektrum’s regional roots, stability and sustainability.
The renewed Elektrum brand retains its existing name and core values, while introducing a new Elektrum logo, a refreshed colour palette, visual materials and visual language, as well as a unified communication style for Latvia with the message “Powering Latvia”. There is a new version of the logo for digital communication, featuring a pulsating amber-coloured light effect for use on the website and in social media content.
The new identity draws inspiration from amber, being an integral part both of the geographical and cultural space of Baltic States and their historical significance (the Ancient Greek word for amber is elektron, from which the word electricity is also derived), emphasising its regional character and European belonging.
The logo, visual concept and slogan were developed on the basis of surveys of customers and business partners, as well as the Group’s strategic transformation process, being a reference point in creating the graphic solutions.
The promise of Elektrum’s renewed visual identity is rooted in local origin as a foundation of trust; it conveys simple, clear and practical communication as well as aims to benefit local society and sustainable development.
Elektrum is a leader in the export of electricity and natural gas and operates successfully around Baltic States. Accordingly, the renewal of the visual identity is a purposeful step towards strengthening the image of a modern and innovative company in the Baltic and international markets, increasing satisfaction among 900,000 customers while preserving brand continuity.
