Repsol is a major Spanish oil and gas company with activities around the world, although it has most of its operations in Spain and Argentina. In the latter country it recently suffered a major setback when the state decided to nationalise its subsidiary, YPF. Yesterday, May 29, Repsol unveiled a strategic plan for 2012-2016, and took the opportunity to also unveil a new corporate identity.
The new logo is a further rejuvination of a corporate identity originally conceived by Wolff Olins in the late 80s. Before that, the name was used for a lubricant brand. It featured a sun, as a symbol for energy, and some lines that added "strength and movement". It was updated and simplified in 1997.
Now, the logo has been given a 3D treatment, and the colour white has permanently replaced the blue part of the symbol. The company has also adopted a custom-made typeface.
The stated aim of the refresh is to gain visibility and reflect a new vision. No specific agency has been credited, but a press release states that the rebrand project "was carried out by Repsol employees as well as external public, providers, image experts, investors, journalists and opinion leaders and is the result of a rigorous process which began in 2011".
The new identity was launched yesterday, and will be implemented across the company, including its service stations, over the coming months.
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