Comments on: Statoil brand identity design http://www.andrewkeir.com/statoil-brand-identity-design/ Logo design, branding, business card, flyer, brochure and graphic design portfolio. Brand identity and graphic designer working worldwide from Melbourne. Wed, 25 Jan 2012 08:59:38 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Andrew Keir http://www.andrewkeir.com/statoil-brand-identity-design/#comment-17481 Andrew Keir Thu, 09 Jun 2011 23:07:21 +0000 http://www.andrewkeir.com/?p=3035#comment-17481 It's tough to say with the limited amount of uppercase characters Vagabond. You could try using <a href="http://www.identifont.com/list?1+id+0+1MF+12+HO9+12+KA+12+NR+12+6DE+12+NT+12+284+12+621+12+3Z7+12+MR+12+MV+12+MY+12+565+12+567+12+3PX+12+6HK+12+29R+12+64J+12+WU+12+7L3+12+3ZH+12+27Q+12+QC+12+64M+12+1A0+11+1C9+11+1MQ+11+E4+11+1MR+11+4Q5+11" rel="nofollow">Identifont</a> to find out if you felt so inclined. It’s tough to say with the limited amount of uppercase characters Vagabond.

You could try using Identifont to find out if you felt so inclined.

]]> By: Vagabond http://www.andrewkeir.com/statoil-brand-identity-design/#comment-17475 Vagabond Thu, 09 Jun 2011 12:53:33 +0000 http://www.andrewkeir.com/?p=3035#comment-17475 What typeface they have used previously? The bold sans-serif one. What typeface they have used previously? The bold sans-serif one.

]]> By: Trina http://www.andrewkeir.com/statoil-brand-identity-design/#comment-13901 Trina Thu, 16 Sep 2010 09:53:48 +0000 http://www.andrewkeir.com/?p=3035#comment-13901 I hated it when it was first unveiled, but it's grown on me. I particularly like it on the black background. With the Magenta colouring is definitely noticeable and memorable. It won't blend in with other oil and energy companies logos. I think the name is more legible in lower case letters and although the font reminded me slightly of the Strepsils font to begin with, that is no longer the case. What does bug me slightly is the way the spacing between the "diamonds" isn't even all the way around. The larger space between the largest and smallest diamonds makes it look like the negative space should be representative of something. I can see an up-side-down musical note... probably not the effect they were after. Also the shading and highlights on the individual diamonds is identical all the way around. Shouldn't it be indicative of a lightsource? The logo works great in 3D so I think I'd prefer the flat version if the highlights and shades were there for a "reason". In terms of the shape, it's quite a popular shape for Norwegian logos. Although Statoil claim to have based it on a star, a turbine, a drill bit or a windmill, for Norwegian customers it just looks like a re-working of the Selbu rose. This has been used as a symbol or logo for a long time, so it's not hugely inventive. See the logos for Norges Husflidslag (The Norwegain Folk Ard and Craft Society), Stiftelsen Organdonasjon (The Organdonor Foundation) and the 1997 Ski World Championships. But on the whole I like it. I hated it when it was first unveiled, but it’s grown on me. I particularly like it on the black background. With the Magenta colouring is definitely noticeable and memorable. It won’t blend in with other oil and energy companies logos. I think the name is more legible in lower case letters and although the font reminded me slightly of the Strepsils font to begin with, that is no longer the case.

What does bug me slightly is the way the spacing between the “diamonds” isn’t even all the way around. The larger space between the largest and smallest diamonds makes it look like the negative space should be representative of something. I can see an up-side-down musical note… probably not the effect they were after.

Also the shading and highlights on the individual diamonds is identical all the way around. Shouldn’t it be indicative of a lightsource? The logo works great in 3D so I think I’d prefer the flat version if the highlights and shades were there for a “reason”.

In terms of the shape, it’s quite a popular shape for Norwegian logos. Although Statoil claim to have based it on a star, a turbine, a drill bit or a windmill, for Norwegian customers it just looks like a re-working of the Selbu rose. This has been used as a symbol or logo for a long time, so it’s not hugely inventive. See the logos for Norges Husflidslag (The Norwegain Folk Ard and Craft Society), Stiftelsen Organdonasjon (The Organdonor Foundation) and the 1997 Ski World Championships.

But on the whole I like it.

]]> By: Andrew Keir http://www.andrewkeir.com/statoil-brand-identity-design/#comment-9496 Andrew Keir Mon, 05 Jul 2010 23:33:15 +0000 http://www.andrewkeir.com/?p=3035#comment-9496 Ole, Thanks for the info. Ole,

Thanks for the info.

]]> By: Ole http://www.andrewkeir.com/statoil-brand-identity-design/#comment-9495 Ole Mon, 05 Jul 2010 23:19:38 +0000 http://www.andrewkeir.com/?p=3035#comment-9495 Actually, "Statoil" is not a made-up word (@Castafiore), its a combination of the Norwegian "Stat" (means State) and Oil. Actually, “Statoil” is not a made-up word (@Castafiore), its a combination of the Norwegian “Stat” (means State) and Oil.

]]> By: Andrew Keir http://www.andrewkeir.com/statoil-brand-identity-design/#comment-7014 Andrew Keir Tue, 18 May 2010 07:58:10 +0000 http://www.andrewkeir.com/?p=3035#comment-7014 Castafiore, It's been a real love / hate one, this design. I guess we know which side of the fence you're on ;) Castafiore,

It’s been a real love / hate one, this design. I guess we know which side of the fence you’re on ;)

]]> By: Castafiore http://www.andrewkeir.com/statoil-brand-identity-design/#comment-6995 Castafiore Mon, 17 May 2010 22:36:29 +0000 http://www.andrewkeir.com/?p=3035#comment-6995 Not a fan of the new logo. The font looks like something out of a Word template for party invitations from 1995, and the word STATOIL works much better in capital letters. A made-up word with two T's, an I and and L in it needs all the help it can get in terms of visual clarity. Without the all-caps it's much harder to decipher for someone who sees the word for the first time. Slaloit? Siatoli? Slaioll? Sfaiofl? Oh well, someone got a few million for 15 minutes of work, so... congratulations. Not a fan of the new logo. The font looks like something out of a Word template for party invitations from 1995, and the word STATOIL works much better in capital letters.

A made-up word with two T’s, an I and and L in it needs all the help it can get in terms of visual clarity. Without the all-caps it’s much harder to decipher for someone who sees the word for the first time. Slaloit? Siatoli? Slaioll? Sfaiofl?

Oh well, someone got a few million for 15 minutes of work, so… congratulations.

]]> By: Andrew Keir http://www.andrewkeir.com/statoil-brand-identity-design/#comment-3060 Andrew Keir Wed, 30 Dec 2009 10:42:42 +0000 http://www.andrewkeir.com/?p=3035#comment-3060 Omar, That's entirely the appeal from my perspective though. A focus on innovation, growth and new solutions, not just "we sell oil". They could have gone for the trusty old navy blue square and some heavy sans in construction yellow but then what would they be? Just another face in the crowd so to speak. Omar,
That’s entirely the appeal from my perspective though. A focus on innovation, growth and new solutions, not just “we sell oil”.

They could have gone for the trusty old navy blue square and some heavy sans in construction yellow but then what would they be? Just another face in the crowd so to speak.

]]> By: Omar http://www.andrewkeir.com/statoil-brand-identity-design/#comment-3055 Omar Wed, 30 Dec 2009 09:29:39 +0000 http://www.andrewkeir.com/?p=3035#comment-3055 Wow, they look like gems on the sign. I like the font choice, though I don't know how much the emblem matches the company's field. Not bad, though. Wow, they look like gems on the sign. I like the font choice, though I don’t know how much the emblem matches the company’s field. Not bad, though.

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