Portugal’s largest petrol company, Galp Energia, has been re-branded by Luxon CarrÃ to promote a more caring, environmentally-conscious image and reflect the company’s move toward a multi-utility portfolio of products and services.
The move follows the launch last week of BP’s new corporate identity, designed by Landor, and its new-format petrol stations with e-kiosks and interactive services. The logo, a “helios” flower symbol, has been criticised by environmental organisations such as Greenpeace for being hypocritical in promoting a Green image.
Galp Energia’s new identity features a multi-coloured icon depicting both a flower in bloom and an abstract figure. According to Luxon CarrÃ , it extends its meaning “beyond petroleum”, a phrase also used by BP, and provides a suitably all-encompassing representation of Galp’s numerous businesses, which include gas, petrol and fuel.
David Rowson, Luxon CarrÃ managing director, says the group did not approach the new identity from a consciously Green angle. “We wanted to create a logo with a softer, people focus, but were aware we would have to acknowledge the environmental aspect. The reality is that petrol companies are not seen as particularly environmentally friendly and there is only so far they can push the bounds of credibility in promoting themselves as truly Green.
“The new ‘flower man’ symbol also represents the blossoming of a new company,” he adds.
Galp Energia, formed by the merger of Petrogal, the Portuguese state petroleum company, and GDP, the state holding group of gas distributors, is now the largest industrial company in Portugal, shortly to be privatised. Its new identity will be implemented progressively across all platforms and applications.