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Has BP struck oil with its recent makeover?
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 How refreshing to hear a company proactively taking a lead on environmental issues through their brand. It's a risky step -- once they've made such a firm commitment central to a brand, they'll be hung out to dry if they're found not to adhere to it. But we should praise BP for making commitments to renewables and environmental responsibility, and let's hope, for the world's sake, that Esso, Texaco, Chevron, and the other dirty American giants, follow their lead. And the sunny leafy logo has to be an improvement on that dull shield. 
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Harry, Marketing Director, Issui - October 1, 2002
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BP? Now what does that stand for these day? A little while ago i would have said that it stood for quality, value, substance and BRITISH! It suggests a company which encompasses all that is good and great about our country, a conservative and bold forthright company with perhaps one of the most regognised corporate logos in the world. So what does such an empire of the British Business world go and do? Remove everything that it stands for by removing the logo! Have you gone mad? Yes become more green and friendly, etc, etc, but replace the logo? Do i see Shell doing this? Er, no. And at least BP's logo was green in the first place -- does that not suggest that it's a green company? I think it does! Today's logo says simply focus groups and what we think should be done to look nice and appeal to all the greenies out there! What's wrong with what you had and being true to your business and history! BP = BRITISH PETROLEUM not Boring People!
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Danny Sherwood, Economics Student, University of Birmingham - October 5, 2002
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BP: British Petroleum indeed. Bogus Propaganda, Brilliant Promotion, Boring People and all such permutations. May I suggest we Brace uP.
The new identity makes BP neither less British, nor less bold; neither more mad, nor more green and no less true to its history. In time it will be every bit as recognisable.
Change is not necessarily initiated by a weakness or fault in what exists. It comes about through a need to improve, to reach new standards, to express more clearly, to differentiate, to streamline, perhaps even to save money. We must understand what branding is all about before we put on our critical hat.
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James Sandwith, Director, beBRAND.net - October 7, 2002
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There's nothing new here...On the surface, we can only give the benefit of the doubt about its eco-sounded "new leaf." But, what BP is doing now is repeating past efforts plowed by just about every major oil co. in the world off-and-on, since the mid-70s.
The corporate emblem won't last, its very "date-able." Au courant, yes--for now. But, those leaves will first be pruned, contoured and trimmed. And, inevitably, they will fall from the branding tree completely, "leaving" British Petroleum exposed, identity-less, during the winter of the market's discontent.
If I'm wrong, BP will flourish under its new look. If I'm right, the oil giant has made moderate branding miscalculation, and it's familiar uppercase initials will, as always carry it through to the correction.
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Thom Senzee, founder, All Inclusive Media - October 14, 2002
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BP, just like other oil companies such as Shell and the giant brazilian Petrobras, are well aware that the fuel matrix is about to change in the near future to non-pollutant sorces of energy. Despite refusals from some countries to sign the Kyoto Protocol and because of the media's and NGO's campaigns, all these megacorps are changing their core business to "energy producers" and opening a large debate with public opinion on their ideal social and environmental behavior. Mr. Bush or the CEOs of Shell and BP may refuse to adhere to global treaties on carbon emission reductions, but the pressure from society is being felt and the car industries -- which are not fools at all -- already develop ecology-oriented models. The renowned brazilian airplane company Embraer has just this week tested a plane that runs on sugar cane alcohol, a fuel already largerly used and tested in the national automotive market for years, less pollutant and more economic.
How will BP and its competitors sell petrol if cars, planes and homes are powered by renewable and ecologically correct sources of energy? Their move is an intelligent reaction to what will come ahead.
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Patricia de Sá, Post Graduation Professor on Brand Management, Fundação Getulio Vargas, Brazil - October 14, 2002
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There's a lot of marketing spiel here. But think of the target audience. It's a shame to position a marketing message to a lowest common denominator, but the majority of the fuel buying market simply want the most convenient filling station, or if there is any brand loyalty, just want to get a few extra nectar points. The news today revealed only 12% of the UK population could name 5 world leaders (but 52% could name 5 East Enders) so it's pretty clear that the majority won't even think about BP's environmental policies - and for the minority that do, many will simply accept that BP does what it claims to do. We can merrily over-intellectualise the pros and cons, but the simple truth is that for the vast majority of consumers, BP's claims will be accepted at face value without a second though any deeper than "I like that new logo". The strategy is sure to get the majority of conscience free consumers on side, but possibly not the cynical city. (But given they all drive 3 litre Porsches the irony is especially rich...)
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Andy Whitaker, Client Services Director, DS.Emotion - October 21, 2002
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Maybe it's because it's a Monday that I'm more grouchy than usual. But I can't help getting irritated with all the people who are preaching the generic "oil companies are the children of Satan and this re-brand doesn't change that parentage" ethical message.
What on earth have ethics got to do with effective branding or not? Indeed, is this a forum about branding – or about business morality?
(And don't tell me that branding must be moral. Sadly, branding can work just as effectively for evil purposes as good ones. Indeed, the Devil, they say, has all the best tunes. The rest of us get Kylie…).
The only relevant ethical question (in a forum devoted to brand issues) is whether BP is going to live up to this new, more-environmental branding.
And even that is really a branding, not an ethical, question. Because companies that fail to live their brand values ultimately die. And BP are far far too smart to have not thought this through.
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Matthew Lonsdale, Partner, www.gospelbranding.com - October 28, 2002
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LANDOR Associates, affectionately known for bulldozing first and asking questions later, did an exceptional job of Brand Revitalization for BP.
The Helios Identity is certainly a brilliant breakthrough (distinct) mark.
BP’s distinctive green-yellow colors transformed into a flowery burst of sun and earth and energy is without question is a rare break-through (distinct) Identity.
- Green representing, nature, fertility, life, hope prosperity, and stability.
- Yellow representing, enlightenment, sunshine, intelligence, and action.
- White representing, purity, refreshment, wisdom, and truth.
The Helios Corporate and Brand Identity fervently address BP's Brand Strategy, Brand Positioning, Brand Equity, Brand Promise and Corporate Culture.
Most important: how bp sees itself, What it has become, and what it wants to be.
BP has so far has lived up to its Brand Promise. The GENUINE Litmus Test will come in Crises Management; a la Exxon Valdez.
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Frank C. Briggs, Independent Management Consultant Corporate and Brand Identity - October 28, 2002
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back to debate
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