Opinions on corporate and brand identity work.

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This is a very old entry — images are small, formatting is off.


Let the Repsol Shine in

Corporate May. 31, 2012 by Armin

Industry / Corporate Tags /

Repsol Logo, Before and After

Established in 1986, Repsol (an initialism of Refinería de Petróleos plus the word “Sol”, Sun in Enlgish) is a Spanish and Argentinian oil and gas company specializing in the exploration and production of oil and natural gas, its refining, marketing, and distribution. Repsol counts with more than 25,000 employees in over 35 countries. This week, Repsol introduced an evolution to its logo as it announced a strategic plan for the next years. No design credit given other than an ambiguously worded comment that the 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.”


Original Repsol logo, designed by Wolff Olins in 1987.

The new mark aligns itself with the company’s new vision, without losing the essence of its original identity.

It is a more dynamic and vital expression. Volume, transparency, use of the color white and enveloping effect.
— Bullet points from the 2012-16 Strategic Plan document [PDF]

Comprehensive identity introduction video. In Spanish, but still understandable and only way to look at further ideas and applications.


I really like the original concept of the three horizon lines for earth, water/sky, and sun. Very simple and primal. The roughed-up line was the key in defining this as a logo that had to do with the earth and the terrain — it kinda sucks that it has to do with exploiting its resources, but that’s a battle for another blogger. Over the years, the logo has been simplified and this latest iteration is the most corporately correct: an abstract, swooshy globe thay may or not mean something. Strangely though, I like it. There is something nicely resolved about the two rings that give the icon an interesting perspective, depth, and dynamism that works really well. Even the typography, which is redrawn but retains the quirks of the original, has a nice personality that flows very well with the angle of the blobe — globe + blob = I coined it!.

It will be interesting to see what else comes out of this project as it is rolled out in the future, and perhaps the “image makers” alluded to in the press release will be revealed and we’ll have some additional executions to judge. In the meantime, as a global corporate logo evolution, this is a pretty decent effort.

Spotted at The Branding Source.



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