British Petroleum, now known simply as bp, is one of the world’s largest energy companies. Its visual identity has undergone several significant transformations since the 1920s, evolving from a simple shield mark to the distinctive green, yellow and white sunburst known as the Helios symbol that remains in use today.
Design and History
The company’s first emblem appeared in the 1920s, featuring the letters “BP” in a distinctive serif typeface. In 1930, the letters were placed inside a shield shape with a thin black outline. The following year, in 1931, the letters “BP” were enclosed within the shield, a configuration that would define the brand for decades. By the late 1940s, influenced by the company’s Persian origins, BP adopted the yellow and green colour scheme that became its signature palette. [1]
In 1989, the design studio Siegel & Gale contributed to the BP brand identity, giving the logo a new yellow and green palette and an italic font. This version remained in use until the early 2000s. [2]
The most dramatic change came in July 2000, when BP unveiled a completely new identity as part of a £100m rebranding programme. The famous shield was scrapped in favour of a green, white and yellow sunburst symbol. The new mark, designed by Landor Associates’ San Francisco office, was named the Helios after the Greek god of the sun. The design was adapted from a marble motif at the company’s London headquarters, originally designed by architect Sir Edwin Lutyens more than 75 years earlier. [3] The rebrand also saw the company name change from British Petroleum to the lowercase “bp”, with the new tagline “Beyond petroleum”. [1]
According to bp’s own brand materials, the logo was launched in 2000 and was designed as a dramatic break with tradition. Two decades later, the company states it is still unlike any other energy identity. [4]
Meaning and Symbolism
The Helios symbol, named after the Greek god of the sun, represents the company’s greatest source of energy: the sun itself. The colours of the Helios suggest heat, light and nature. The logo is also described as a pattern of interlocking shapes, symbolising how bp is a single entity created by many different parts working as one. This was particularly relevant at launch, as the new brand was introduced after a series of mergers and acquisitions, uniting all the heritage companies and employees that now make up bp. [4]
The 2000 rebrand was part of an effort to reflect a growing interest in cleaner, more environmentally-friendly fuels such as natural gas and solar power, and to reposition BP as an environmentally-aware energy company rather than a traditional oil group. [1]
Typography and Design
The current bp logotype appears in lowercase letters, with the brand name positioned in the upper right corner of the Helios symbol. The wordmark uses Univers 55 Roman typography. [5]
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