On May 9, Shandong Energy (SDE) held a press conference in Jinan, officially unveiling the corporate culture and new LOGO. Li Wei, Secretary of the CPC Shandong Energy Committee and Chairman of SDE, Zhang Baocai, Deputy Secretary of the CPC Shandong Energy Committee, Director and General Manager of SDE, and Yue Baode, Deputy Secretary of the CPC Shandong Energy Committee, Director and Chairman of the Trade Union, jointly announced the release of SDE's corporate culture and new LOGO.

At the press conference, Li Wei stated that the joint reorganized SDE’s strategic planning, mission and company strength have undergone profound changes. Along with more intensive ideology exchanges and integration of workers, there is a growing need to build a brand-new corporate culture system that can fully feature the characteristics of the era the SOE and especially, SDE, and form the cohesion of the ideas of 230,000-strong employees. Since last year, SDE has launched the “Corporate Culture Integration and Improvement Project”, and hired a domestic high-end consultancy to analyse the status quo of the corporate culture, and collected 3,064 pieces of corporate culture concepts and 456 drafts of logos from the staff. A wide consensus was reached in SDE, and the mission was defined as "Developing green energy to lead energy revolution", the vision as "To be a clean energy supplier and world-class enterprise", and the core values as "Safety, innovation, green, accountability & excellence”, which fit SDE’s development strategy and are essential to building consensus, promoting solidarity and boosting the morale across the whole Group.

Li Wei stressed that concrete actions should be taken to transform the corporate culture into concerted efforts. All subsidiaries and entities should raise awareness, promote the concept of corporate culture in innovative and diverse means and strive to shape a new image of “Shandong Energy People” in the new era. The corporate culture should be publicized and learned in all staffs training sessions through which, the core value of “safety, innovation, green, accountability & excellence” will be promoted so as to gain recognition from all employees in value, emotion and behavior. To demonstrate a unified brand image to the outside, the Logo of SDE should be used abiding by strict regulations and standard procedures. Corporate culture should be integrated into the overall layout of reform and development. SDE should coordinate corporate culture cultivation, safety production and other key works, and actively create a pragmatic and effective sub-culture system comprised of safety culture, management culture, clean culture, talent culture, etc. so as to power the SDE’s strength in innovation, competitiveness and enterprise influence and provide culture support for SDE to be a clean energy supplier and world-class enterprise. The Logo Release was synchronized through video links and live streaming. Principals from relevant departments of Shandong SASAC, the Senior Management of Shandong Energy, including Zhang Ruoxiang, Yue Jianghua, Liu Jian, Ru Gang, Wu Xiangqian (the Chief Safety Officer) and Yang Zaichang (CFO) and journalists from 12 mainstream state and provincial press medias attended the event.