A new Dong will push consumers to think green

Dong Energy has been rebranded as Ørsted. While busy implementing new logos, the utility is also highly focused on urging consumers toward greener living. As a start, the CEO is encouraging consumers to use less energy and think critically about gas marketed as "green."

Photo: Ritzau Foto/Jens Dresling

In a rebrand, Dong Energy has adopted the name of a renowned Danish scientist from 240 years ago.

With the transition, the utility is aiming to educate Danes, and energy consumers in particular, about the green themes attached to the new name, which will apply from November.

The company has explained Dong, an acronym for Dansk Olie and NaturGas (Danish Oil and Natural Gas) is now an outdated identity, given that in May the company divested of all its activities within these two black energy forms. CEO Henrik Poulsen explained in an interview the day after Monday's presentation that the idea of changing the name already emerged in the period leading up to the company's listing in Autumn 2015.

Back then, it had not yet been decided to divest of the oil division, but the idea of a new identity was already being toyed with at the utility's headquarters in Copenhagen.

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