www.eliagroup.eu
www.elia.be
www.50hertz.com
Elia System Operator S.A. / N.V.
Boulevard de l’Empereur 20 Keizerslaan
1000 Brussels - Belgium
T +32 2 546 70 11 - F +32 2 546 70 10
50Hertz Transmission GmbH
Eichenstraße 3A
12435 Berlin - Deutschland
T +49 (0)30 5150-0 - F +49 (0)30 5150-4477
Responsible publisher: Catherine Vandenborre / Design by www.witvrouwen.be
We create the power grids
that will connect
tomorrow’s energy sources
Preparing for the years ahead and
inventing the grids of the future
To achieve the ambitious regional, national and European energy and climate targets,
more electricity will need to be generated by renewable energy sources
in the years to come.
The transition towards these new energy sources entails the
complete transformation of electricity systems and, more
specifically, the development and management of power
transmission and distribution systems.
The grids of the future – whether offshore grids or onshore
electricity highways – have yet to be developed, and
specific aspects of those grids have yet to be invented,
while their operation will call for flexibility and a capacity for
innovation and creativity similar to that underpinning the
current electricity systems.
Since its creation in 2001, the Elia Group – now one of
the top five electricity transmission system operators in
Europe – has consciously established itself as a forerunner.
Its two core businesses, in Belgium and Germany, are at
the forefront of market development mechanisms and play
a pioneering role in the large-scale integration of renewable
energy, and of wind power in particular.
Owing to its knowledge and expertise, the Group is ideally
positioned to act as a driving force in this transformation,
ensuring that it benefits the economy, companies and the
community as a whole in the countries where the Elia Group
is operating.
To this end, the Elia Group has redefined its vision while
launching a new awareness branding campaign that
emphasises innovation and creativity.
Whatever form the energy sources of the future may take and
wherever these sources may be, Elia will connect them to its
grid to transmit the energy they generate to consumers.
We pledge to invent grids that will transmit the energies of
the future.
The grids of the future – whether offshore grids
or onshore electricity highways – have yet to be
developed, and specific aspects of those grids
have yet to be invented.
A new vision: anticipating needs
and focusing on innovation
In 2008, Elia set out its course for the years ahead, laying down in concrete terms its
commitment to the parties affected by its activities.
Alongside its core business as a TSO (supplying highquality, reliable and efficient electricity), Elia centred there
on creating value for its customers and the community as a
whole, establishing successful partnerships and developing a
sustainable and environmentally-friendly European electricity
market.
Every word is important and reflects the concrete
commitment of the Elia Group:
• anticipate and respond to current and future needs by
•
In 2012, the Group expanded its ambitions for all the
stakeholders in its activities and expressed its commitment in
a new vision:
We lead the way in the energy revolution by
developing the diversified, sustainable and reliable
power systems, spanning land and sea, with new
possibilities.
•
•
•
playing an active, innovative role in the ongoing energy
revolution;
contribute to the development of the electricity system
at European level, offshore and onshore;
focus on three key areas: integrating renewable energy,
continuing the development of the market and doing
everything possible to ensure the security of supply of
electricity;
call on a team of employees focusing on innovation
and results, and who are reliable, enterprising and
empathetic;
guarantee sustainable and profitable growth for our
shareholders by cultivating our activities mainly in Europe.
We lead the way in the energy revolution
by developing the diversified, sustainable
and reliable power systems, spanning land
and sea, with new possibilities.
A wealth of experience at the
service of Europe’s electricity
market - and beyond!
The Elia Group, which is organised around its two TSOs (Elia Transmission in Belgium
and 50Hertz Transmission in Germany), is recognised as a driving force behind the
development of a European energy market and the integration of renewable energy into
its high-voltage grids.
The campaign
Surprising images and a new symbol
for future grids
Elia has devised a new branding campaign that will be
launched in the main print media, on the radio and on
the internet to inform its target audience (namely opinion
leaders, stakeholders in the electricity market, potential
partners, future employees and shareholders) of its new
ambitions regarding the development of the grids of the
future.
The future grid
It carries out its activities in support of the policies on energy
and combating global warming drawn up by the European
Commission and regional and national authorities in Belgium
and Germany, as shown by many of the Group’s initiatives:
• the strategic positioning of grids in Belgium and Germany
on the North Sea and Baltic Sea coasts with a view to
developing future offshore grids;
• its grids play a key role in the transmission of electricity
between the north and south and the east and west of
Europe by developing interconnection capacities and using
cutting-edge technologies;
• a driving force behind the development of the European
electricity market (trilateral market coupling was used as a
basis for pentalateral coupling between France, Belgium,
the Netherlands, Luxembourg and Germany, which was
launched in 2010 and has since been extended to include
volume coupling with Scandinavia);
• the active preparation with our partner system operators
and power exchanges of the rollout of flow-based coupling
in North West Europe;
• a pioneering role in the creation of technical coordination
centres shared by various European TSOs: Coreso and
TSO Security Cooperation (TSC);
• the connection of the first German commercial offshore
wind farm, Baltic 1, by 50Hertz (connection of a second,
larger farm, Baltic 2, is underway);
• Elia’s development of a technical solution for a future
offshore grid located off the Belgian coast; Elia has
officially been selected as the operator of the North Sea
offshore grid.
• cooperation with the key players involved in future offshore
and onshore grids (e.g. Friends of the Supergrid, the
Renewables Grid Initiative and the North Seas Countries’
Offshore Grid Initiative);
• acquisition of a stake in the Atlantic Wind Connection
project, revolving around the construction of the first
direct-current offshore grid off the east coast of the United
States – the experience the Group amasses in this project
will be used to benefit its customers and the community.
The Elia Group also has departments that specialise in
innovation and competency management, technological
expertise and the development of new activities.
This campaign reflects our desire to create the power
grids that will connect tomorrow’s energy sources.
It uses surprising images to illustrate a common theme,
namely that whatever form the energy sources of
the future may take and wherever they may be, Elia
will connect them to its grid to transmit them to
consumers.
There is one constant feature that symbolises the grids
of the future: a mesh-like graphic structure that lends
itself to interpretation by the viewer while at the same
time showing the tangible nature of the grids, a web spun
between generators and consumers.
This structure takes shape in unexpected and
improbable surroundings, highlighting the Elia Group’s
inventive and innovative abilities.
It replaces the giant power plug used in previous
campaigns to represent the high-voltage grid and which
is now seen as too mundane in light of the Group’s new
vision.
• Dandelion seeds blown by the wind, symbolising wind
power.
• Illuminated jellyfish on a seabed, symbolising the
creation of the future offshore grids.
• An unidentified insect in a forest, symbolising
undiscovered future energy sources.
The campaign’s main intention is to intrigue, attract
attention and stress the Elia Group’s innovative
character in both the development of the grids of the
future and the ongoing energy revolution.