After announcing the change back in April this year, energy and oil provider Statoil have yesterday adopted their new brand identity. The new identity has been received with mixed results. While many give the brand credit for it’s boldness, the final execution has received a bit of criticism.
In ticking off the 5 key features of a good logo design, Statoil’s mark is describable, memorable, effective in black and scalable. But is it appropriate? Many seem to think no.
It’s definitely not the typical image that comes to mind when thinking about oil and energy, but that’s the point. After reading Statoil’s objectives for the design I think the Scandinavian Design Group has done well.
The press release on the design is available here, along with a 10 second advertisement that will advertise the brand. Some key quotes taken from the press release are;
Our new logo, the star, is inspired by the starry skies of the north. It symbolizes our highest aspirations: continued focus on the Norwegian continental shelf, international growth, and active and targeted work to develop effective new energy solutions…
Along the way we carried out thorough research among the world’s 100 largest energy companies. We found most to be quite conservative in their descriptive symbols and communications. We wanted to differentiate ourselves by making a courageous decision. It’s important that we stand out in an international arena and stay faithful to our desire to lead the way…
By choosing the magenta-coloured star as our new symbol, we make explicit our origins and our desire to cross new frontiers on our journey forward. We’re also making a clear statement that the world can still look towards the north to discover future energy solutions…
Along with the included corporate collateral, and images reception areas, building signage, work uniforms and more.
What do you think?
I don’t think anyone would disagree it’s an improvement over the old mark, but I think the new mark stands proud in it’s own right.