bp
Brand implementation, brand guidelines, brand centre design – content creation and management, asset management systems and brand and trademark reporting app
The result is 300+ pages of detailed visual standards pages, and a consistency which means that a bp road tanker driving though the streets of Singapore is identically branded to the one you will see refilling a retail outlet in Amsterdam or Adelaide.
The project is ongoing and we’re involved in the creation of new visual standards on a day-to-day basis including for storage, lubricants and retail.
Amongst the many projects also completed for bp over the past 20 years include asset management systems and brand best practise, trademark reporting apps, bp Target Neutral website and carbon offsetting calculators.
There are few larger corporate identity and branding projects than a truly global oil company. The successful implementation of projects on this scale depends on the creation of an effective team with specialist skills, starting with the lead designers and ending with the implementers who actually produce the stationery, signs, trucks and myriad other applications that are required.
On this project we acted as implementation designers for a number of the downstream businesses including logistics, lubricants, Air bp, and bp Solar and were responsible for writing, creation and publication of guidelines both in print and digital formats. Working closely with Bullitt and Landor, the lead designers, our roll was to take design intent and interpret it into detailed designs and specifications that enable the brand identity to be implemented to each and every specific application – from gas bottles to rail cars.
bp – Brand Central
bp – road tanker livery
bp – master artworks asset management app
bp – ‘Inspire’ best practice gallery and ‘Brandwatch’ a brand and trademark reporting app
Users are encouraged to add images of anything they feel demonstrates ‘Best practice’ examples of the bp brand.
They’re also asked to upload images which infringe bp’s trademark or are poor examples of brand implementation. These examples are then automatically sent to the appropriate person within bp’s brand team who will decide what action should be taken, ranging from no action to legal action.
bp – brand look & feel training module
The training module is a tool used to get newcomers to the brand quickly up to speed with the basic rules of the brand covering colour, typography, tone of voice and writing style etc.
Users must complete the training module before the system will allow them access to bp’s brand centre and associated artwork assets.
bp Explorer livery – during the Global Challenge around the world yacht race
bp Target Neutral – website bptargetneutral.com (in five languages), brand guidelines, carbon offsetting
calculators, 2012 London Olympics campaign, HTML newsletters and asset management apps
bp Target Neutral develops carbon neutral products and services for bp’s customers and partners. They are not run for a profit and since 2006 have offset over 6 million tonnes of carbon on behalf of their customers.
Castrol – brand centre, asset management system, carbon offsetting site and brand training module.
Castrol – brand centre
Castrol Professional – carbon offsetting site
Castrol – brand training module
