Starting July 10, Luminant is the new name for TXU Corporation's power generation and related businesses, which include mining, wholesale marketing and trading, construction and development operations. The Luminant brand was announced in May with advertising to help business partners and the public become familiar with the new name prior to the official transition.
Adopting the new brand is a milestone as the Luminant business transforms and further focuses on providing cleaner energy, investing in renewable energy, leading the state of
"We chose the Luminant name and its blue-and-green brand identity to reflect our environmental commitment and our vision for a new energy company to meet Texans' electricity needs," said Tom Baker, vice chairman, TXU Corporation.
Several Luminant changes are occurring July 10 and in the coming weeks. The Luminant brand is replacing the TXU Power brand on power plants and other facilities, vehicles and other locations. The people and assets of the power generation, wholesale marketing and trading and related businesses will start using the Luminant name.
Luminant business partners will experience no change in day-to-day operations as a result of the new name. Luminant will remain headquartered in
This formal change to the Luminant brand is a significant step in the separation of the TXU businesses – Luminant, Oncor and TXU Energy – and will enhance customer recognition of these separate businesses.
"While these businesses are already separate entities, we are pleased to announce this new brand because the communities we serve, Texas legislators, the PUC and other market participants asked us for more distinctive branding of each business," Baker added.