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1989

The historic merger of British Petroleum and Amoco (formerly Standard Oil Indiana) took effect Dec. 31, 1998, as “BP Amoco.” But you won’t find a BP Amoco logo; as some American employees joked at the time, “The Amoco is silent.”

Early on, group chief executive John Browne decided that perpetuating two names would be a poor foundation for a global power brand; a better approach would be to transform the BP name with a bigger idea. Companion goals would be to further diminish the importance of "B" as in British, and the “P” heritage as in Petroleum.

To quote Sir John, at the time of launch: "For us the fundamental values of the company are about innovation and creativity ... about being environmentally creative and green ... about being progressive - looking always for improvement and positive change ... and about a constant drive for performance. Replacing the Shield was not an easy decision. We see the opportunity to represent the company in a compelling, modern way as part of good business in a fast changing world."

Landor Associates was retained to reposition this giant firm and to rebrand its thousands of retail locations - approximately 19,000. Tony Spaeth

Design: Landor

Submitted by: Tony Spaeth, 30/11/2006
Status: Estimated by Tony Spaeth
Category: Oil & Gas Producers
Country (HQ): United Kingdom