BP Amoco debuts new corporate identity to foster company unity

NEW YORK: Hoping to unify the company following a period of mergers and acquisitions, BP Amoco has unveiled a new corporate identity - and a PR push to match.

NEW YORK: Hoping to unify the company following a period of mergers and acquisitions, BP Amoco has unveiled a new corporate identity - and a PR push to match.

NEW YORK: Hoping to unify the company following a period of mergers

and acquisitions, BP Amoco has unveiled a new corporate identity - and a

PR push to match.



BP Amoco has already spent some dollars 7 million researching and

preparing its new identity, and will spend an additional dollars 25

million per quarter to support the changeover. The PR part of the

business is said to be worth in excess of dollars 1 million.



Both Ogilvy PR and ad sibling Ogilvy & Mather have been working on the

roll-out of the branding campaign, which includes sizable internal and

external components. The external promotion was recently bolstered by an

event at a futuristic retail site in Atlanta, while the internal push

has focused on explaining the thinking behind the company’s new

branding.



’This very much unifies the company,’ said director of financial and

corporate communications Ian Fowler. ’For the staff, the period of

transition is over. This (rebranding) was aimed at the staff as much as

anyone else.’



Fowler noted that BP Amoco - which now encompasses British Petroleum,

Amoco Corp., ARCO and Burmah Castrol - will not entirely abandon the

regional identities of those companies. For instance, corporate

stationary will be used up rather than thrown out. The new BP Amoco logo

will be phased in at retail sites over the next few years.



’This is a company that is very progressive about how it is

communicating and how it has been differentiating itself in its sector,’

said Michael Fox, SVP and director of Ogilvy’s workplace group.



Greenpeace media officer Mary MacNutt, however, said that the total sum

being spent on the rebranding effort is more than BP Amoco spent last

year on renewable energy - thus making the company’s boasts about being

environmentally friendly hypocritical.



’Burning the planet would be more suitable for BP,’ said MacNutt. ’They

are spending 50 times as many investment dollars on new oil exploration

in the Arctic than they are on renewable energy sources.’



Responded Fowler, ’A good number of people know that BP has been a

leader in the issue of global awareness on environmental issues. We have

been very open about what we are doing.’



BP Amoco’s new logo is a sunflower-shaped mark intended to symbolize

energy from oil, gas and solar sources. It was designed by San

Francisco-based Landor Associates.



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