Pertamina, Indonesia’s state-owned energy company, adopted its current logo on December 10, 2005, replacing a seahorse emblem that had been in use for roughly 37 years. The new mark was designed by the global branding agency Landor and introduced as part of the company’s response to business competition, aiming to present a more dynamic, reliable, and environmentally oriented image. [1] [2]
Design and History
The current Pertamina logo consists of three parallelogram-shaped elements arranged to form the letter “P,” accompanied by the wordmark “PERTAMINA” in the Futura Bold typeface. [3] The arrow-like form of the symbol is intended to depict the company’s aspiration to continually move forward, to be advanced, and to be progressive. The same shape simultaneously represents the letter “P,” the first letter of Pertamina. [4]
Before the 2005 redesign, Pertamina used a logo featuring twin red seahorses with a star in the center. That emblem had been in use since 1968, when PN Permina and PN Pertamin merged to form PN Pertamina. [5] The seahorse symbol was chosen because the discovery of seahorse fossils in an area was considered an indicator of oil and gas deposits. [2]
The 2005 logo change was planned well in advance. According to Pertamina’s then-president director Widya Purnama, the replacement had been under consideration since 1976 and was reinforced by the company’s Image Restructuring Team in 2000. The new logo took one year to develop and cost US$255,000, a figure that covered 30 applications of the identity, including fuel stations, vehicles, business cards, and ties. [6]
Meaning and Symbolism
Pertamina’s official documentation describes the three colored elements of the logo as symbolizing the islands of various sizes that form the shape of Indonesia. [4] Each color carries a documented meaning:
- Blue: reflects a reliable, trustworthy, and responsible organization. [7]
- Green: reflects an environmentally friendly energy source and environmental awareness. [3]
- Red: reflects Pertamina’s people, who are hardworking, brave, persistent, and able to face challenges. [7]
The redesign was also described by company leadership as building a new spirit for Pertamina, shifting from a bureaucratic culture to an entrepreneurial one in line with the company’s changing role. [6]
Typography and Design
The Pertamina wordmark is set in the Futura Bold typeface, a geometric sans-serif design. This typography choice is documented in Pertamina’s annual report, which describes the logo as reflecting a fresher, more modern, and more dynamic identity while indicating the new position and direction of the company’s organization. [3]
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