Ecopetrol, the Colombian state-owned energy company founded in 1951 as Empresa Colombiana de Petróleos, adopted its current visual identity in 2007. The logo centers on a green iguana, a deliberate departure from the pre-Columbian tunjo figure that had appeared in the company’s previous emblem for more than 40 years.[1][2]
Design and History
The 2007 redesign replaced the traditional tunjo symbol, a figure from Muisca indigenous art that had represented the company’s heritage, with the iguana. The change accompanied Ecopetrol’s share democratization process that year, which included internationalization, entry into biofuels, increased investment, and a greater emphasis on environmental and social issues.[1] The company’s president at the time, Javier Gutiérrez, said the new image was intended to project a modern, efficient and lively company, and to familiarize Colombians with new corporate priorities including environmental protection.[3]
The idea for the rebrand had been in development for more than two years. Studies had concluded that while the Ecopetrol name had strong recognition, public perception viewed the company as outdated and rigid, which the new identity was meant to change.[2] The creation of the new visual identity responded to the need to make the brand attractive and desirable to Colombians ahead of the planned share sale.[4]
The logo and brand strategy were created by CORPORATE, a firm specializing in brand strategy and creativity.[5] The brand architecture is monolithic, meaning Ecopetrol does not use separate logos for its subsidiaries or business units.[6]
Meaning and Symbolism
The iguana was chosen for several documented reasons. It represents the capacity for adaptation, has presence throughout the Americas (the focus of Ecopetrol’s internationalization), and has roots in several of the company’s operating sites, including Barrancabermeja.[1] In indigenous culture, the iguana represents fertility and abundance, and it is one of the symbols of Barrancabermeja, the city where the company was born.[2] The company itself describes the iguana as symbolizing life and an ability to adapt and survive through time.[7]
The yellow color from the previous logo was retained, described by Ecopetrol as a symbol of energy and a testimony to its history. Two shades of green were added, symbolizing nature, hope and life, joined with the “eco” prefix to declare a commitment to protecting life and the environment.[1] The official brand manual describes the logo as composed of the word “ECO” in yellow and “PETROL” in green, with the symbol representing a young male of the green iguana species.[8]
Typography and Design
According to the official identity manual, all Ecopetrol logosymbols and iguanas are created in 100% vector illustration, allowing them to be scaled to any size without loss of quality.[6] The trademark registration for the Ecopetrol America mark describes the logo as consisting of the letters “eco” written in yellow lowercase and “PETROL” written in green uppercase letters, located to the left of a drawing of a two-tone light and dark green iguana, with the colors yellow, dark green, light green and black claimed as features of the mark.[9]
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