Reddy Kilowatt
Reddy Kilowatt, the familiar character with a red, lightning-bolt body and light-bulb nose, has been associated with electricity for many generations. It seems only fitting that an electrical storm inspired Reddy’s creator, Ashton Collins of Alabama Power Co., to design a symbol that communicated the values of electric service and its potential. Observing a thunderstorm, Collins watched two lightning bolts form the arms and legs of a person. He sketched the bolts, adding hands and feet in rubber gloves and shoes for safety. Next, he drew a round smiling face with the light-bulb nose and used electric outlets for ears. Collins named his character Reddy Kilowatt-for electricity’s instant readiness to serve and the red glow of electric heat. The symbol was officially introduced by Alabama Power Co. on March 11, 1926. In 1934, Philadelphia Electric Co. became the first utility licensed to use the Reddy Kilowatt trade and service marks. Shortly after his public debut, Reddy represented over 200 utilities worldwide.
Reddy Kilowatt has changed as the number and types of services he represents have expanded. In the beginning, Reddy stood for lighting, motors, and refrigeration — the primary electrical uses of the day. In 1947, the famous cartoonist Walter Lantz, creator of Woody Woodpecker and other cartoon characters, developed the first animated film starring Reddy. Recently, has appeared on MTV and in Hollywood feature film, “Double Dragon,” based on a popular video game.
Throughout his career, Reddy has been a cheerful, friendly character associated with the electric industry. His positive and friendly personality continues to communicate safety and the broad benefits of electric service, energy efficiency and related technologies. In addition to marketing and advertising roles, Reddy Kilowatt serves as a spokesperson for wise energy use, safety programs, and conservation efforts. He appears on bill inserts, corporate signage, and special publications for utilities ranging from Oklahoma Gas & Electric Co. to Kenya Power & Light Co. in Africa.
--ALBUM vol. 8, no. 3 (summer 1995)