When The National Association of Utility Distributors grew to become The North American Association of Utility Distributors in 2004,

the new NAAUD knew that it would require a brand image that would reflect the organization's new progressive international reach as an intercontinental supply chain within the utilities industry.

The organization requested that the logo remain fundamentally unchanged, which made sense because of the brand's equity among long-time members. However, the logo's static appearance with its flat lines running through it seemed to suggest something short of progressive. With the organization's permission, I added the second cone shape for the additional "A" in the new acronym, slanted everything 10 degrees forward, adjusted the lines to appear more like power lines stretching over a greater distance, and tweaked the colors so that they more accurately reflected the predominant colors of the utilities industry. I also added the tagline, "The Power To Meet Demand.", to become the organization's defining statement for the next 50 years.