Laurens Electric Cooperative is changing its logo to more accurately convey its focus on the people in the communities it serves. For the first time in years, the co-op is replacing the old lightning-bolt look with a simpler image of a person with open arms.

“Laurens Electric is not in the electricity business serving people; we’re in the people business, serving electricity,” says Jim Donahoo, Director of Marketing & Key Accounts.

The symbolism in the new logo not only reflects this attitude, but also corresponds with the core values of the co-op, as well as with its partnership with Touchstone Energy Cooperatives across the country.

“Laurens Electric is not just about electricity, most importantly it’s about people,” says Donahoo. He adds, “The figure in the center of the new logo represents the member-customers and the people in the communities we serve who are at the center of what we do.”

Likewise, the figure’s open arms embody the open membership that is a principle of electric cooperatives and the spirit of friendliness and community with which the co-op does business. The figure is slanted, suggesting flexibility, and the color blue signifies reliability. The more contemporary type-face denotes innovation and a proactive approach to business.

While the new image shows a renewed focus on its original ideal that the people come first, it is also more suggestive of the traditions and history of the electric cooperative. In 1939, citizens came together to create an energy provider, since investor-owned utilities couldn’t do so at the time in this area while maintaining a profit. Thus, the not-for-profit electric co-op was formed around the needs of the people in the community.

As the communities it serves continue to grow, so does Laurens Electric Cooperative. Donahoo states, “The new logo synchronizes the values and ideals of its initial creation with its vision for the future – a focus on people.”