SandRidge Energy, Inc. is an independent oil and gas company headquartered in Oklahoma City, Oklahoma, engaged in the development, acquisition and production of oil and gas assets in the U.S. Mid-Continent region. The company was incorporated in 2006 and operates primarily in the Mid-Continent and Western Anadarko regions in Oklahoma, Texas and Kansas. [1] [2]
Design and History
SandRidge Energy unveiled its current logo in September 2011, at a companywide meeting celebrating its fifth anniversary. Chief Executive Officer Tom Ward said the new logo, with its tagline of “the power of us,” represented the company’s transformation from a smaller operation that specialized in natural gas production to one that focuses on oil. [3] The rebranding was overseen by Beckie Manley, president and creative director of Georgia-based Joseph David Advertising. [3]
The 2011 rebranding accompanied a strategic shift in the company’s operations. SandRidge’s decision to morph itself into an oil company was celebrated with the new logo and slogan, with Ward stating, “Our focus will continue to be oil.” [4] A Forbes Custom section on the company similarly noted that SandRidge “recently rebranded itself to reflect its transition from a natural gas production company to an oil-focused operation,” with the tagline “The Power of Us” reflecting the spirit of teamwork characterizing its work ethic. [5]
The current mark is registered as a trademark with the U.S. Patent and Trademark Office. The registration, filed in October 2016 and registered in June 2017, describes the mark as consisting of “three curved lines that wave over to show reverse side with the word ‘SANDRIDGE’ below the curved lines and the word ‘ENERGY’ under the word ‘SANDRIDGE’.” [6] The trademark filing indicates first use in commerce of October 4, 2016. [7]
An earlier SandRidge trademark, registered in 2011, described a mark consisting of “the word ‘SANDRIDGE’ in stylized black letters and a black curved line and a red curved line.” [8]
Meaning and Symbolism
The documented meaning of the 2011 logo is tied directly to the company’s strategic repositioning. CEO Tom Ward stated that the logo and its tagline “the power of us” represented the company’s transformation from a natural gas-focused operation to an oil-focused one. [3] The tagline was also described as reflecting the spirit of teamwork that characterizes the company’s work ethic. [5]
Typography and Design
The current SandRidge Energy logo combines a graphic element of three curved lines with the word “SANDRIDGE” set below the lines and the word “ENERGY” beneath it, according to the official trademark description. [6] The company’s media center offers the logo for download in full color, full color reversed, full black and full white versions, in PDF, EPS, JPG and PNG formats. [9]
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