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TXU Corp., a Dallas-based energy company, has released the brand identity for Luminant Energy as part of the proposed merger agreement with an investor group led by Kohlberg Kravis Roberts & Co. and Texas Pacific Group. (See "TXU Acquisition Spurs Renewable Energy Growth.")

According to TXU, the new brand is another step forward in separating the company's primary business units into three distinct businesses - Luminant Energy, Oncor Electric Delivery and TXU Energy. The transition, the company adds, is expected to be complete later this year.

"The Luminant name and logo reflect its focus on providing cleaner energy, investing in renewable energy and ensuring that we meet customers' power needs in a safe and reliable fashion," says Tom Baker, TXU's vice chair. "The re-branding of the power generation businesses will clearly distinguish Luminant Energy from Oncor Electric Delivery and TXU Energy."

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