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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