A new burst of energy for the six-legged dog

The six-legged dog, which has carried Eni’s energy around the world for more than half a century, now appears in new colours that echo the logo of Plenitude, the company that has evolved the experience of Eni gas e luce by bringing together renewables, retail and electric mobility. Some features remain recognisable – the head turned back and the elongated body – but its distinctive feature is a green sun, symbolising Eni’s journey towards the energy transition. Unveiled at the Capital Markets Day on 22 November 2021, Plenitude looks to the future while retaining strong roots in tradition.  The logo shows it, the name confirms it – the three letters “eni” are embedded within – and, above all, the path set out in the presentation underlines it.

“This is a key stage of our ongoing transformation,” said Claudio Descalzi, Eni’s CEO. “The energy transition is primarily a technological challenge. Developing and rapidly implementing proprietary technologies has given us a competitive advantage. And “in order to exploit these innovative solutions,” new tools are required from a company perspective too. That’s why the new company was conceived as a tool to accelerate the transition.

Plenitude was established as an instrument to accelerate the transition and is “at the forefront of Eni’s decarbonization strategy,” according to Stefano Goberti, CEO of the new company. Plenitude aims to supply 100% decarbonized energy to all customers by 2040, a goal that will also help Eni achieve its target of zero net Scope 3 CO2 emissions (those not produced directly by the company but indirectly linked to its activities, such as the use of the products it sells). It is a strategic presence because it reaches straight into homes and businesses, backed by an established and steadily growing customer portfolio and drawing on “technologically advanced assets with a global presence” as well as “a wide range of soon-to-be-realised renewable energy projects”. For this reason, Goberti added, “we can be people’s best allies in tackling the energy transition”.

This is all reflected in the logo, designed specifically to symbolise a step forward. Branding is never just an aesthetic choice or a question of simple graphics – it shows exactly where a company is heading. The new brand standing alongside Eni (and explicitly recalling it) is a statement of how the new company will deploy the expertise and strength of the whole group. It will do so in the service of everyone coming together to make change possible.

Plenitude’s brand reflects an international vision, with a global reach and an identity that is both immediate and recognisable, yet also accessible and consistent with digital dynamics.  The name itself is both descriptive and evocative. Literally meaning “abundance”, it hints at the opportunities opened by new energy sources and conveys the fullness of a global vision. The visual identity ties back to the Group’s history - one that has accompanied Italians since the post-war reconstruction. Its symbol is the iconic six-legged dog, first drawn in 1952 as a “black hound breathing a red flame”.

The last major redesign came in 2010, when the dog burst out of its yellow square, rising upwards to signify openness to the future and innovation in a rapidly evolving energy world. 

Now that future has arrived, the historic Eni dog looks forward and becomes double. Plenitude’s logo adopts the colours of the new energies, marking a decisive step towards the company’s goal of carbon neutrality.