Ecologically aware…? BP’s identity is way off the mark

With regard to the new BP identity, there is a fundamental strategic flaw in claiming that an oil company is ecologically friendly, especially at a time when consumers are particularly cynical about brand pretensions.

The green colour scheme is owned by BP within its sector. This already says that it is ecologically aware.

Can I assume that the flowers will soon be put to rest on the gravestone of an identity that misses the mark?

Pierre Vermeir

Creative director

HGV Design

London EC1

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