Have a nice evening! How are you?
Today I would like to talk about logos. As it happens, some created the logo a long time ago, became recognizable in the market, while others change the logo every year and no one can remember them. How to hit the target in general, to predict whether the brand will become popular? To understand, let's turn to the experience of the largest corporations. Theme - logos oil companies peace. Let's talk about what they are and what catchy about them.
Logos of oil companies of the world
The first guest, getting acquainted - the Netherlands Oil and Gas Company Royal Dutch Shell. The company logo is a red-yellow shell, invented back in 1833. At first glance, it may seem strange why the sign of an oil company is associated with a marine theme. But not everything is on the surface. The fact is that the logo has a symbolic meaning. I tell you, one English merchant opened a shop in London, selling mainly exotic items, including caskets decorated with sea shells.
Later, his son had a brilliant idea - to transport kerosene to the Far East by water through the Suez Canal. Nobody has done this before. It was a breakthrough. This is how the marine theme appeared in the logo. And of course, in memory of my father. For a long time of existence, the emblem has only changed slightly. Initially, it was a mussel shell, and then changed to a scallop shell.
Outwardly, the logo is simple and harmonious, again, the red-yellow color makes references to fire.
Next American Firm Exxon Mobil Corp., the largest in the world. The oil company's verbal logo is Exxon Mobil, the words are written in bright red. The name, like the logo, was born after the merger of two companies into one: Exxon and Mobil.
This fiery inscription can be seen at gas stations around the world, it is firmly imprinted in the mind, not to be confused with others.
Mobile is a large American corporation that has been producing, refining and transporting oil for over 130 years. Initially, the company used the name and emblem of the winged horse, Pegasus, in the logo. The mythological image symbolized freedom of movement, travel for motorists. There was a red winged horse on a white disk. Later, the horse emblem disappeared, leaving only the name.
French oil company logo Total compared to others, it is very young, it was established in 2002. So, at the beginning of the 2000s, the management turned to the creative agency A&Co so that the pros would come up with a logo for the company.
Brainstorming began in the web studio, the performers began to study the business in depth, to look for deep meanings. First, the values of Total were revealed - professionalism, innovative technologies, high quality service. Then, on their basis, metaphorical images began to appear - the planet Earth, which revolves around the Sun. There was an idea with electrodes rotating around the nucleus. Thus was born a thought with energy. Graphically, it was embodied in the form of swirls of a rounded shape. As if the flow of energy passes from one to another, in a circle, without stopping. It is important that the logo uses four colors, although according to the unspoken rules, it is better to use no more than three. But the Total logo is no worse from this.
Surprisingly, the oil and gas giant did not limit themselves to graphic and verbal expression, they decided to use sound as well. They invited a composer who wrote a corporate melody for the company. There is a lot to learn here.
Russian oil companies logos
By the Lighter logo, you can immediately recognize the Russian Gazprom. Designers assure that even if you change the corporate identity and emblem, Gazprom still cannot be confused with another company. The trademark consists of two elements: a lighter and the word "Gazprom", made in blue. Moreover, the company patented not only the logo, but also the color. So blue is rightfully their color.
Irkutsk Oil Company the youngest, was founded in 2000. The logo uses three colors: black, white and green. A trademark contains both a word, or rather an abbreviation, and graphics. There are no hidden meanings, everything is on the surface. Some designers are embarrassed that the letters INK are cut off and it is difficult to understand what is written there at all. But the company itself is happy with everything, there were no rumors about rebranding.
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Offers of our company
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In 2000, BP underwent a rebranding that also included the replacement corporate logo. The old logo (yellow letters BP on a green shield with a yellow border) has been replaced by a new one - symbolizing the beginning of the new millennium, and designed to emphasize the profound changes that have taken place in the company.
The new BP logo is a stylized sun. Its deeper meaning lies in the fact that it is identified with the sun god Helios - personifying solar power and authority. The sun, the solar gods, the symbols that personified it, have been the object of veneration and worship of mankind since ancient times.
(BP Logo)
Another reason for changing the logo and brand is the changes that have taken place within BP itself. BP is no longer British Petroleum. By changing its image, the company emphasizes that it has become "not so much a British company as an international one, not so much a fuel company as an energy company, moreover, it is not at all the same as before." Having parted with the old logo, BP drew a kind of line under the 70-year stage of its history.
The new paradigm of the company's development is expressed by the slogan "More than oil" (beyond petroleum, it can also be understood as "More than [British] Petroleum").
Here is how it characterizes new logo in an interview with Newsweek magazine, Executive Director BP, Lord J. Brown: "Our new trademark is much more than just a logo. It is a symbol of our company, a reflection of our philosophy, how we position ourselves in the market.
The new logo reflects the union within our company of such well-known brands as "BP", "Amoco", "Arco", "Castrol", and is a common, unified symbol of the company as a whole. Looking at it more broadly, the new logo reflects our strategy to grow the company rapidly into the 21st century and transform BP from an oil company into an energy company in the broadest sense of the word."
It only remains to add to the above that advertising agency Ogilvy & Mather received $211 million for their work on redesigning the logo, slogan and image for British Petroleum.
In 2002, Total organized a competition among creative agencies. The aim of the competition was to design a new corporate logo for Total and the commercial brand of the manufacturer. In September 2002, A&Co was chosen to develop a new company logo.
The performers took the process seriously. The process of creating a logo began with a comprehensive study of various aspects of the company's activities. The "genotype" of the company, as the researchers called it, was identified, formalized and worked out. The genotype of the company included such core values, How
- Professionalism,
- Committed to innovation,
- Partnerships,
- quality service,
- Courage,
- Humanity
- Mandatory.
Based on the identified qualities, metaphors and visual images were formulated. They are combined into ideas with "philosophical" and graphic content: As a result, the developers came to the conclusion that: "The main idea of energy is Roundabout Circulation or round shape". Based on this, the customer was offered a set of images, such as:
- Earth,
- Sun,
- Circular whirlwinds,
- electrons,
- Revolving around the core...
The concept of the creators of the logo was quite simple, but no less interesting for that. Business qualities companies generate energy. Energy makes plants and factories work, rotates the flywheels of car engines and aircraft turbines, generating new energy. The company moves the world forward, and the world pays the company with its energy. Together, this generates energy flows that smoothly flow into one another. Hence the rounded logo, in which "flows of energy are formed gradually, colored in red, yellow and blue, to give an additional touch of diversity, exchange, dynamism and at the same time represent the union of three companies under one TOTAL name."
(Total logo)
As stated on the official website of the company, "If you can describe the Total group in one word, then this word will be - energy. And energy was the dominant theme that inspired Laurent Vincenti, creative director of A&Co agency, to search for a logo that would reflect all the strength, diversity and the complexity of Total's operations now and in the future."
The energy gave him the idea for a new logo.
And yet, having decided not to limit itself to only visual images, the company invited the composer Bruno Coulet to be inspired by the energy of the company, he wrote for her a corporate melody that can "express the feeling of outer space, the breath of energy, the movement of the company."
Chevron Logo
In 1984 Standard Oil of California acquired Gulf Oil. This merger was the largest in American history and gave rise to the company now known as "Chevron Corporation". The history of Chevron itself is quite interesting, as it consists of a series of mergers and acquisitions, during which names and brands changed.
So, 1879. The Pacific Coast Oil Company (Coast Oil) is developing an oil field in Pico Canyon, California. Later "Coast Oil" will become one of the divisions of the John Rockefeller Corporation "Standard Oil" and will be called "Standard Oil Co". (California).
(The first emblem of the "Pacific Coast Oil Company")
After the "Standard Oil" section, in the mid-20s, the company begins to live own life and changes the brand "Standard Oil Co." (California) to a new one - "Standard Oil Co. of California" (abbreviated as "SoCal").
It was at this time that the Chevron brand was born. Under this name, Chevron (still "SoCal") begins to produce products under the name: Chevron grease (Chevron smearing) and Chevron oil (Chevron oil).
In 1984, the famous merger of "SoCal" and "Gulf Oil" takes place, and the newborn giant receives the name "Chevron Corporation", since for several decades the corporation has produced a product under this brand. The company uses its old logo Chevron, well known to millions of fuel and oil buyers around the world.
Subsequently, the corporation absorbed several more companies, including such giants as NGC, Illinova, Corp, Texaco, Unocal Corporation,
As a result of all these mergers and acquisitions, the company was named "ChevronTexaco" from 2001 to 2005, and on May 9, 2005, the company was transformed back into "Chevron Corporation".
The current company logo has been in use since 2006. It looks like this:
(Chevron logo)
The shape of the logo reminds us of the famous V sign, "Victory", which stands for victory. However, if we take a closer look at it, we will see that we have a multi-valued composition in front of us. Firstly, it depicts the actual chevrons - figures consisting of segments connected at an angle, and which have long served as insignia among the military and not only.
Secondly, two chevrons form a classic shield, such as was depicted on medieval engravings. And it is no coincidence. First, the shield has always symbolized safety and reliability. The shield, like the sun, from the "BP" logo, is one of the oldest symbols in the collective unconscious of humanity.
The color scheme of the logo is also not accidental, and has its roots in the symbolism of the distant progenitor of the Chevron company - Rockefeller's "Standard Oil". The red, white and blue colors of the chevron are also the colors of the American flag. This color scheme symbolizes the company's patriotism, its penchant for home, symbolizes the country where this company does (or did) most of its business.
ExxonMobil logo
ExxonMobil is an American oil and gas corporation. Like the previous hero of our article, Chevron Corporation, ExxonMobil is a descendant of the legendary Standard Oil of John D. Rockefeller.
Inherited from its progenitor, ExxonMobil, passed on the ability to overcome numerous difficulties on the path to success - Standard Oil was shattered at the request of the US government - its heiress became the No. 1 company in the Fortune 500 list in 2012, with billions in profits dollars.
An important factor that contributed to the prosperity of the company was the originality of its corporate logo. The bright and contrasting colors of the ExxonMobil symbol can be seen at gas stations around the world, they are firmly imprinted in the mind of anyone who has ever refueled there. Therefore, anyone who seeks to repeat the success of this company needs to take a closer look at its branding - there is a lot of instructive there.
Evolution of logos: First logo - "Standard Oil"
Let's look at the logo of the "parent" company - "Standard Oil". This company, founded by D. D. Rockefeller, soon became one of the most powerful companies in the United States. Logo colors: red, white and blue. The US flag was made in the same color scheme, which was intended to serve as an indicator of the company's reliability and patriotism.
(Standard Oil logo)
The torch, along with the shield (Chevron) and the sun (BP), also occupies an honorable place among the ancient archetypal symbols, significant for a person, "stitched" in his collective unconscious. In this context, it symbolizes the benefits that the company brings to its country - the torch requires fuel to burn, and the creators of the logo sought to emphasize that America needs fuel for prosperity and growth. The torch also lights the way for America - the way to a successful, bright future.
2nd logo - "Mobil": Winged horse
In 1911, the US government, as part of the fight against monopolies, takes over the monopoly of "Standard Oil" and demands its division. After that, it breaks up into 38 different companies.
"Exxon and Mobil" were two of those companies, and of course separate logos are used for these two companies. Mobil used a logo with Standard Oi's "signature" colors, and the image of a winged horse - Pegasus. No need to say that Pegasus is the oldest mythological symbol, also very significant for mankind.. his name next to Pegasus in flight.
The Mobil Pegasus has come to symbolize freedom of travel and technological advancement for all motorists through constant appearances in popular magazines.
In 1954, the "Mobil" brand name appears for worldwide use - Pegasus is now located below the word "Mobil" in the emblem. A decade later, in 1965, the emblem takes on a look familiar to most of the company's customers. Pegasus changes its direction, the lines become bolder and clearer. A fast winged horse on a white disc, just such a Pegasus personified the Mobil company.
3rd logo - "Exxon": Fast Tiger
The Exxon logo, although much less stylized, also served its purpose well. We see that the color scheme has remained the same - the branded "Standardoil" - "Jersey Standard" (Standard Oil of New Jersey) replaced the name with " Exxon Corporation"in 1972 and established trademark Exxon in the United States. In other parts of the world, Exxon and its affiliates have continued to use the long-standing Esso trademark + affiliate name, such as Esso Belgium. An integral part brand "Esso" was served by the famous tiger "Esso"
Initially, this symbol appeared in the early 1900s in Norway. Thus, for more than a hundred years, this sign has meant the power of "Exxon". By the mid-1930s, the Tiger had become Esso's emblem in England, but disappeared during World War II when the companies weren't up to marketing, for obvious reasons.
In 1953 "Esso" brings the tiger back to European markets. And in 1959 in Chicago, a new concept for this logo appears - a cheerful, friendly, slightly cartoonish tiger, along with the famous slogan: "Put the Tiger in your tank."
As a result, the new funny tiger triumphantly marched in Esso advertising around the world, decorating thousands of gas stations and tanks with gasoline, as well as various souvenirs.
Modern logo: Together at last
In 1998, Exxon and Mobil merged to form the oil giant ExxonMobil. New company already in 2007 took 2nd place in the list of the largest public American companies"Fortune 1000" and in the list of the world's largest corporations "Fortune Global 500" (lists were compiled by revenue in 2006).
(ExxonMobil logo)
The logo of the new company has been greatly simplified. A stylized double XX in the word "Exxon" was left, stylized as a Maltese cross, to which the name of Mobil was added, written in the same font and color. Perhaps this is a sign of which of the two companies has retained its dominant position even with the combined activities. Well, it is unnecessary to mention that the stylized Maltese cross is also a fairly ancient symbol for humanity, in this context it serves as an indicator of the company's reliability.
For more than a century, the word "shell" or "Shell", the shell emblem (now a scallop shell, before 1948 it was a mussel shell) and the distinctive colors of red and yellow have been used to identify the brand and promote reputation. companies. These symbols signify the quality of products and services, represent the professionalism and values of the company all over the world. Let's see how and when such symbolism appeared
(Shell logo)
The Royal Dutch Shell Company was created in 1907 by the merger of the Royal Dutch Petroleum Company and The Shell Transport and Trading Company Ltd. This was done in order to resist the expansion of the same, repeatedly mentioned trust "Standard Oil".
The name "Shell" and the company logo come from 1833. It was then that the English merchant Samuel opened a small shop in London and began to trade in exotic gizmos, among which were boxes decorated with sea shells. Sink in English - "shell". Shell was the name of Samuel's shop.
From jewelry trade to oil trade
In 1891, Samuel's son, Marcus, ended up in Batumi, where he had the idea to organize the transportation of kerosene from the Caspian Sea through the Suez Canal to the Far East. This was not easy to do, primarily because of the stringent requirements for tankers carrying oil.
The design of the tanker, invented by Marcus Samuel, eliminated the risk of spontaneous combustion of oil products and met the stringent requirements of maritime transport through the Suez Canal, which no oil company could achieve before. Things went smoothly for Marcus, the company began to develop rapidly. A symbol of his company, in memory of his father, and also - to emphasize the continuity family business, Marcus made a sink.
This emphasized another fact - wealth, in the form of shells, came to Marcus's father from the Far East. Now, ships loaded with new wealth - oil - will set off on their way back to the Far East. The same shell will overshadow their path. All this had a deep symbolic meaning.
Initially, the color scheme of the logo was black and white. The current colors, bright, consumer-friendly Shell red and yellow, were introduced when the California branch of the company first built service stations. In sunny California, shining with bright colors, it was necessary to stand out from the competition. Therefore, colors that were familiar to Californians were used: due to the state's close Spanish ties, red and yellow were chosen.
And to this day, the scallop - a yellow-red sea shell remains one of the most famous brands into the 21st century, strongly associated with Shell
Summing up, we understand that large oil companies consciously or unconsciously used in their branding the power and attractiveness that iconic ancient symbols, such as the Sun, Shield, Torch, produce on all people without exception.
The power and beauty of wild or fantastic animals - the Tiger, the Winged Horse - are also used in logos.
And not the last attention is paid to color design - bright, colorful and saturated colors of the main palette are used - no fading, no halftones. Red, yellow, blue, black - hundreds of monographs have been written by psychologists about the influence exerted on the human subconscious.
Thus, through the symbolism of images and colors, these companies appeal to the deepest archetypes of human consciousness in order to arouse subconscious trust or admiration in people. There is no need to reinvent the wheel here - all these symbols are quite simple and have long been known. Therefore, their use for the design of corporate logos lies on the surface.
It is no coincidence that the top five oil and gas companies, at the service of which gigantic funds, and the best designers and artists, did not complicate anything, and mainly use old developments tested back in the days of their predecessors (the only exception is Total and, perhaps, BP, with their rebranding). Sometimes the new is the well-forgotten old.
And old - in no case does not mean - bad.
