Italian petrol chain branded

The Italians are being introduced to the self-service petrol pump across Italiana Petroli’s 3500 petrol stations.

Identity design is by Minale Tattersfield & Partners. The consultancy came up with a dark blue logo on a pale blue background reading “do it yourself” in Italian, and a hand mimicking the action.

“It’s got something in common [with Camelot’s pointing digit marque] in that they are both hands,” says Minale Tattersfield chairman Marcello Minale.

IP is the second biggest petrol station chain in the country. The existing forecourt culture is a massive problem for petrol retailers, Minale adds.

Self-service pumps opened at two stations last week, and will roll out across all sites by the beginning of next year.