SOUTH JORDAN — Deseret Generation & Transmission Cooperative, which serves 41,000 customers in Utah and four other states, is changing its name to Deseret Power.
The co-op said the change is part of an overall effort to help the organization become more accessible to its customers and the public.
"Using words like 'generation and transmission' in our name has led people to think we had something to do with auto repair, not supplying power," said Kimball Rasmussen, chief executive officer.
The new name will be presented using a new logotype designed by Penna Powers Cutting Haynes/ProClix. The logo includes a square in which six turbine blade-like shapes are arranged in a circle to represent ownership by Deseret's six rural electric cooperatives.
Deseret Power, based in South Jordan, supplies power to parts of Utah, Wyoming, Nevada, Colorado and Arizona. Established in 1978, it operates the Bonanza Power Plant near Vernal.