CNPC, the China National Petroleum Corporation, uses a flower-shaped emblem known as the “gem flower” (宝石花). The mark consists of ten equal petals in red and yellow, colors drawn from China’s national flag, and is shared by CNPC and its listed subsidiary PetroChina.
Design and History
The current CNPC emblem was adopted on 26 December 2004, when the group issued a notice to unify its corporate identity across all subsidiaries. Before this change, the group’s various units used more than 70 different trademarks and 55 separate logos, including separate CNPC and PetroChina marks, which the group leadership described as inconsistent and unsuitable for building an international brand. The unification was framed as a strategic move to present a single corporate image and to support the group’s goal of becoming a globally competitive enterprise. After the new mark was introduced, all previous logos used by the group, its subsidiaries and PetroChina were retired. [1] [2]
The “gem flower” had previously been used as a product mark by Kunlun Lubricants, a CNPC subsidiary. When the group unified its branding, this flower mark was elevated to serve as both the corporate service mark and the product mark for the entire organization. [3]
PetroChina announced the launch of the new logo on the same date, 26 December 2004, describing it as a “petal graphic equally divided by ten in red and yellow colors.” The logo is shared by both CNPC and PetroChina. [4] [5]
CNPC’s official website states that the flower-shaped logo’s colors are those of China’s national flag, with its ten petals representing the company’s core businesses. The solid red base illustrates CNPC’s strength and cohesion as a state-owned enterprise, while the rising sun highlights its future. [6]
Meaning and Symbolism
According to the official description published when the mark was introduced, the emblem’s meaning is documented in several specific points:
- The red and yellow colors take the basic colors of China’s national flag and reflect the characteristics of the oil and gas industry. [7]
- The overall circular shape signifies CNPC’s globalization and internationalization strategy. [7]
- The ten equal petals symbolize the collection of CNPC’s main business segments. [7]
- The red base with a square corner exposed not only represents CNPC’s solid foundation but also implies its unlimited cohesion and creativity. [7]
- The flower-like appearance reflects CNPC’s social responsibility to create harmony between energy and the environment. [7]
- At the center, a rising sun with radiating rays symbolizes the company’s vigorous development and bright prospects. [7]
CNPC’s official English-language description adds that the ten petals represent the company’s core businesses and that the rising sun highlights its brilliant future. [6]
Typography and Design
When used abroad, the unified emblem is combined with the wordmark “CNPC” in a modified artistic typeface. For domestic use, the emblem is paired with the Chinese characters “中国石油” (China Petroleum), which are specified in the HanYi ZhongHei (汉仪中黑体) typeface with a letter spacing of 30pt. The visual identity guidelines also specify that the group flag uses a light blue background with the emblem above the “中国石油” characters. [8] [9]
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