The idea of ​​confluence, confluence of energies in this case, articulates the new identity that Repsol He has presented this week to begin a new brand stage. A new image that aspires to transfer to consumers and society the transformation and change that the company has experienced in the energy industry.

It has worked with the brand consultant SAFFRON, that has developed a whole visual universe to support the evolution of the Repsol business model, which has gone from being a gas and oil supplier to provide multienergetic solutions. The redesign also intends to promote a change in the perception of all this among users.

The main objective of rebranding is, as Saffron explains on its website, enhance the knowledge of the wide energy offer of Repsol, which includes electricity, gas, solar energy, or recharge points for mobility. The intention has been to do not only credible, but also relevant to people, so a narrative focused on the daily life of households has been built.

“This evolution of our brand is not just a matter of visual identity; It is the tangible expression of our ambition to lead the energy transition”, Points out Valero Marín, Customer Executive Director and Member of the Repsol Executive Committee, on an appointment on the consultant’s website.“Together with Saffron, we have built an identity that clearly reflects our role as a multienergetic company, prepared for the future”

The evolution of the logo

From Saffron they admit that one of the main challenges was the update of a brand that has an iconic character and that is deeply rooted, not only in the collective imaginary, but in the industrial history of our country. In this sense, they explain that the will was honor Repsol’s legacybut also boost the brand towards a stage of greater cultural impact.

Thus, the balance between tradition and transformation has been sought, and a new symbol has been designed that wants to reflect the energy future in an innovative, diverse and dynamic way. Guided by him Confluence conceptthe Repsol imagotype breaks with the strips of waterproof colors and is committed to a degraded one that goes from orange to the magenta.

Saffron images

With the intention of reflecting the constant change of both Repsol and the sector, a LIVE VERSION OF THE SYMBOL to transfer the idea of ​​a multi -terrage offer in motion, in evolution and interconnected. “As a living being, the new 3D symbol beats, vibrates and transforms, always in motion, keeping himself faithful to himself”, Explain from Saffron.
The consultant has collaborated with the Future Deluxe creative study in 3D work.

The versatility of the symbolto make it adaptable to different communication and territories contexts, and thus also provide it with the ability to create different moments of emotional connection with its audience.

Image of Saffron

“The evolution of a brand as recognized and valued as Repsol required a delicate balance: progress without losing our identity. Thanks to Saffron’s work, we have achieved it. His approach has preserved the essence of our identity, giving it a new meaning: more vibrant, more flexible, more contemporary”, Says Marcos Fraga, Director of Communication and Repsol brand, on the consulting firm.“Today, Repsol projects a unique personality, reconnecting with clients, employees and society, and reinforcing our purpose and ambition”

The new colors and typography

Color work is probably one of the most stand out. Repsol’s image leaves the stagnant colors behind and converts the degraded From orange to Magenta on the central axis of the new proposal. This helps, as explained by Saffron, to provide luminosity and dimension to the symbol.

Likewise, the Color palette. Among the main novelties, as Repsol stands out on its website, the blue that characterized its service stations has been revitalized, and a new ivory color has been created to provide dimension and activate the space as an expressive background.

Saffron images

On the other hand, the typography with the intention of expressing the ambition of transformation of the company, as well as transmitting closeness and humanity. To do this, he has collaborated with the design study Dalton Maag, which has shaped a complete typographic system for the brand and has created the personalized typography “Repsol Sole”.

It is characterized by soft and fluid lines that evoke movement, replacement of capital letters with tiny and the search for clarity and coherence throughout brand architecture. It consists of both vertical and italics, and is optimized for different uses, formats and contexts.

Saffron images

Iconography and graphic system

The renewal of visual identity includes the development of a whole New graphic universe which is also guided by the general idea of ​​confluence and that parties to the new dynamic Imagotype of Repsol. Its function is, mainly, bring the brand closer to the public in a more way informal, direct and empathic. In this sense, clarity, closeness and energy are the central axes of the new iconography.

The essence of the new Repsol symbol has moved to a set of expressive icons and illustrations that transfer the company’s multienergetic and multiservice offer. The different elements play a fundamental role in the relationship of users with the brand in different contexts, and facilitates storytelling of the brand. “We create an accessible illustration system that could transform the technical into human and the complex into simple, in a way that will connect with everyone”, Explain from Saffron.

Saffron images

Repsol’s new image in physical spaces

The new identity will also move to physical spaces, From stores and gas stations to offices, seeking coherence and solidity of the design. As explained from Saffron, in this case the concept softens looking for a more sober and natural aesthetics. These are neutral colors and materials, which invite tranquility and permanence and evoke proximity.

The new spaces will seek to soften the transitions and will be guided by the movement. Neutral colors will reinforce the idea of ​​functional but cozy environments, in balance with the new identity.

Saffron images

“This work marks the transition from a product -oriented organization to a future oriented“Jacob Benbunan, CEO and Saffron co-founder commented.”His brand renewal positions Repsol as leader in the energy transition, preserving his fundamental values ​​of trust, quality and leadership”