BP: Moving beyond on a global scale

British Petroleum (BP) and Amoco merged in 1998 to form BP Amoco. Subsequent acquisitions of Arco and Castrol resulted in a Fortune 10 company with over 100,000 employees in 100 countries. The new organization needed an identity that symbolized its dynamic category leadership and reflected the attributes it aspired to: performance, environmental leadership, innovation, and progressive ideas. BP Amoco asked Landor to develop an identity that would signal to its employees and the world that the new BP was more than just a petroleum company.



There were two primary challenges for Landor to address. The first was to develop an identity and a name for BP Amoco that would help to unify the cultures of the four previously independent companies. The second was to help the new enterprise break away from the petroleum sector and become one of the world’s leading brands. BP Amoco executives viewed a dynamic new identity as playing a key role in solving both of these challenges.


Landor recommended the name BP be kept, the new BP present itself as being greater than British Petroleum, and BP become a single global brand. The Helios mark was developed, symbolizing the newly merged company. Bright and bold, the identity evokes natural forms and energy that represent, respectively, BP’s position as an environmental leader and its goal of moving beyond the petroleum sector. These concepts were extended to a series of programs that included development of retail stations, corporate environments, signage, marketing, and merchandising. The new brand launched in July 2000. In 2003, BP ranked no. 69 in BusinessWeek’s most valuable global brands. In 2010 it was named one of the most relevant identities of the decade by the blog Brand New.

The BP Helios mark evokes natural forms and energy that represent BP’s position as an environmental leader.

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