Moving beyond on a global scale
British Petroleum (BP) and Amoco merged in 1998 to form BP
Amoco. Subsequent acquisitions of Arco and Castrol resulted in a
Fortune 10 company with over 100,000 employees in 100 countries.
The new organization needed an identity that symbolized its dynamic
category leadership and reflected the attributes it aspired to:
performance, environmental leadership, innovation, and progressive
ideas. BP Amoco asked Landor to develop an identity that would
signal to its employees and the world that the new BP was more than
just a petroleum company.
There were two primary challenges for Landor to address. The
first was to develop an identity and a name for BP Amoco that would
help to unify the cultures of the four previously independent
companies. The second was to help the new enterprise break away
from the petroleum sector and become one of the world's leading
brands. BP Amoco executives viewed a dynamic new identity as
playing a key role in solving both of these challenges.
Landor recommended the name BP be kept, the new BP present
itself as being greater than British Petroleum, and BP become a
single global brand. The Helios mark was developed, symbolizing the
newly merged company. Bright and bold, the identity evokes natural
forms and energy that represent, respectively, BP’s position as an
environmental leader and its goal of moving beyond the petroleum
sector. These concepts were extended to a series of programs that
included development of retail stations, corporate environments,
signage, marketing, and merchandising. The new brand launched in
July 2000. In 2003, BP ranked no. 69 in BusinessWeek’s
most valuable global brands. In 2010 it was named one of the most
relevant identities of the decade by the blog Brand New.