BP's rebrand, according to DesignTAXI.com, cost $211M, or about a dollar per gallon of oil spilled in the Deepwater Horizon explosion.* The logo is an enduring piece of counter-spin—a sunny palliative to sour consumer sentiment. In their revisioned identity, BP uses a green life-force pod 10 times larger than the initials themselves, lovingly crafted in the style of an Amish quilt which, through advanced color theory and optical illusion, blooms and cascades before your eyes...
The lower-casing of bp is also a masterstroke. It seems to say, "Here at bp, we're just unassuming common folk. We're not megalithic global oil plutocrats like those upper-cas(t)e snobs at Exxon and Chevron; we're from humble stock, like you."
It was worth the money.
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—David Scott
CONTENT Principal
david@ContentUniversal.com
david@ContentUniversal.com
*Quadruple the Exxon Valdez spill of 1989
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