Media Analysis--Branding of a Corporate Logo

1. A History of
BP
Branding and Logo Development
By Mrs. Clayton, 3rd hour

2. BP Logo Changes Timeline
1917 - Motor fuel sold as Palm Tree Oil was marketed as “BP.”
1920 - BP logo had wings to protect a shield.
Logo colors in red, black, blue, white, yellow, green
1930 - Company requested consistent sign using green
and yellow
1998 - Amoco and BP merged. Logos appear side-by-side
2000 - Amoco, ARCO and Castrol, become global brand with BP.
§ Logo features a sunburst of green, yellow and white.
§ It symbolizes dynamic energy.
BP’s Advertising Agency: Olgivy & Mather

3. First BP Logo
Gas
was
approximately
11 cents per
gallon.
1921-1922

4. Second BP Logo
as
P fuel w
First B in cans.
sold
1922-1930

5. Third BP Logo
s
ome
gn c
o desi m
Lo g fro loyee
0 emp on.
192 petiti
com
1930-1947

6. Fourth BP Logo
1947-1958

7. Fifth BP Logo
1989-1998

8. d
BP Merge xt Sixth BP Logo
Amo co and appears ne
orch
Amo co’s T ield
to BP Sh
1998-2000

9. Current Logo
f
r ms o
m ic Fo
Dyna nerg y
E
Price of BP
in 2011 is
$3.29/gallon.
Helios
—Gree
k Sun
God
2000-Present

10. New Slogan for the 21st
Century
Better people, better
products, big
picture, beyond
petroleum.

11. Environmental News
§ March, 2006--A spill of about 267,000
gallons (1 million liters) of oil in the
tundra of Alaska's North Slope.
§ April, 2010--Deep Horizon GulfOil Spill.
One million barrels or more spilled into
the Gulf.

12. References
§ http://www.bp.com/
sectiongenericarticle.do?
categoryId=9014509&contentId=702766
6
§ http://news.nationalgeographic.com/
news/
2006/03/0320_060320_alaska_oil.html
§ http://www.scientificamerican.com/
report.cfm?id=bp-gulf-of-mexico-oil-spill-
anniversary