Repsol, the Spanish multi-energy company, introduced a significantly updated visual identity in June 2025, its first major brand evolution since 2012. The redesign was led by Saffron Brand Consultants in collaboration with the strategy consultancy Picnic and Repsol’s internal design team [1][2].
Design and History
The current Repsol logo retains the recognizable silhouette of the company’s long-standing sun symbol, but gives it new depth, volume and movement through a gradient that runs from orange to magenta [3][4]. The wordmark abandons the previous uppercase lettering in favor of lowercase, set in a custom typeface called Sole Repsol [1][4]. The company describes the update as an evolution rather than a rupture, guided by the creative concept of “confluencia de energías” (confluence of energies) [2].
The 2025 identity builds on a visual lineage that began in 1987, when the newly formed Repsol commissioned the British consultancy Wolff Olins to create its first corporate symbol [5][1]. That original mark was composed of a setting sun, a silver band representing the horizon separating the ocean and the sky, and the reflection of the sun in the ocean below [5]. In 1997, the symbol was refined with cleaner, more geometric features and a shortened horizon [5].
In 2012, Interbrand carried out a refresh of the logo, replacing the previous blue band with a white one of continuous, slightly curved lines, softening the orange of the upper half and adding a subtle shading in the lower right [6]. The company described the new logo’s characteristics as “volume, transparency, use of white and a wrapping effect” [6]. The 2012 work was recognized with a nomination at the Corporate Design Preis in 2013, which credited Interbrand with the revamped logotype, a fresh color palette, customized typography and a unique sonic expression [7].
Meaning and Symbolism
The Repsol symbol has carried a consistent documented meaning since its 1987 introduction: a setting sun, a band representing the horizon that separates the ocean and the sky, and the reflection of the sun in the ocean [5]. The 2025 update preserves this recognizable silhouette while adding volume and movement to reflect the company’s transformation into a multi-energy business [3][4]. Repsol states that the enhanced symbol conveys “perpetual energy” and a “dynamic perspective,” reflecting the company’s ability to adapt and stay in constant motion [3].
Typography and Design
The 2025 identity introduced Sole Repsol, a custom typeface designed by the foundry Dalton Maag [1]. The wordmark uses lowercase lettering with softer, rounder forms, a deliberate shift from the previous uppercase treatment [4]. According to Repsol’s head of brand strategy, the typeface was drawn “letter by letter” to ensure legibility in both print and digital applications, and designed so that a word written in Sole Repsol would be immediately identifiable as Repsol [2].
The color system was also recalibrated. The primary gradient runs from orange to magenta, while the deep Repsol blue, characteristic of the company’s service stations, was revitalized and joined by a new ivory color used as an expressive background [3]. The 2025 launch also introduced a sonic identity for the brand, which plays when customers lift a fuel nozzle or charge an electric vehicle at a service station [4].
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
