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Design Category
Brand and identity systems design, 2000
Design firm
Landor Associates (San Francisco, California)
Collection
(2001) AIGA 365: 22
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British Petroleum (BP) and Amoco merged in 1998 to form BP Amoco, which went on to acquire ARCO and Burmah Castrol. We recommended that BP be the name of the newly merged company: bold people, better products, big picture, beyond petroleum. The lowercase logotype makes a break from the past and is more modern, open and friendly. We also developed a symbol that communicated BP’s commitment to environmental leadership and the development of alternative energies. The Helios mark reflects BP’s determination to create products and services that respect human rights and the natural environment. The interlocking parts of the Helios mark form one vibrant whole, symbolizing the collective power of the individual companies coming together. The symbol also resembles the sun, a priority in BP’s search for new sources of energy.