Image of The Economist.

Repsol It begins a new brand stage. The Energy Company has promoted an aesthetic renewal to adapt its presence the business transformation experienced over the last years and to enhance renewable energies and the circular economy.

The new logo, as has advanced The economistleave behind the capital letters as well as the red and orange one that the color palette have starred so far, and opt for tiny and more rounded letters accompanied more sober tones, with white and black as new corporate colors.
As you could know Reason.WHYredesign’s work has been carried out with the branding consultant Saffron.

From this medium we have contacted both Repsol and Saffron to learn more about the rebranding and we will update this article as soon as we have information about it.

The new image, as reported by the aforementioned medium, would already be visible in one of the company’s service stations in Madrid, and will officially be presented this week. In addition, it will include a new color code to identify the different fuels marketed by the brand.

In this way, the aesthetic update will impact on the service stations, that will be remodeled to accommodate the different commercial agreements that Repsol has promoted with different brands in order to improve the experience of purchase and consumption. Among others, Repsol maintains collaborations with Levaduramadre, to offer bread, sweets and pastries in its stations; Starbucks, with “on the go” spaces, or with Amazon, for the return of packages.

Repsol’s first visual identity dates back to 1986, time for the official birth of the brand, and was designed by the international consultant Wolff Olins. This laid the bases of the logo that has identified the company and that represents the recognizable image of the multicolored sun composed of three stripes.

In 1997 the designer José Cruz Novillo made a purification of the image seeking the stylization and more geometric lines. The acquisition of the YPF oil company in 1999 also meant an update of the image, which was reviewed again in 2012 with the intention of making it more modern and according to the company’s values.
According to Repsol on its website, the last renewal of identity occurred in 2020.

As he points out The economistThe company paralyzed the launch of the redesign of its image after the presentation of the transformation of CEPSA in Moeve last year. Now, the company seeks to boost its Market positioning as an integral and global energy firm.