Schlumberger, the oilfield services company founded in 1926, underwent a major rebrand in October 2022, changing its name to SLB and introducing a completely new visual identity. The rebrand marked the company’s transformation from the world’s largest oilfield services provider to a technology company focused on energy innovation and decarbonization.[1]
Design and History
The 2022 rebrand replaced the legacy Schlumberger brand and nearly all of its affiliated brands under the new SLB name, introducing a refreshed visual identity with a new logo described by the company as “a symbol of where it is today and where it is heading.”[2] The new name SLB is the company’s ticker symbol on the New York Stock Exchange.[3]
The new logo consists of the SLB wordmark paired with a blue ribbon-like symbol that is broken in the center. The shape rises and falls, which the company has described as reflecting its ability to provide complete drilling equipment and technical support for both onshore and offshore oilfields.[3] The swooping form also represents the carbon dioxide emissions abatement curve, according to CEO Olivier Le Peuch.[4]
The rebrand was developed in partnership with Brandpie, a global brand consultancy. The project began in March 2021, when Schlumberger’s brand and marketing team worked with Brandpie on a complex brand transformation to reposition the organization for a leading role in the energy transition.[5] The work earned multiple awards at the 2024 Transform Awards Europe, including Gold for Best Creative Strategy (Corporate), Gold for Best Brand Consolidation, and Bronze for Best Visual Identity from the Energy and Utilities Sector.[6]
Meaning and Symbolism
The company, known in the industry as “big blue,” adopted a lighter blue color and a swooping logo for its new identity.[7] According to Dr. Katharina Beumelburg, Chief Strategy and Sustainability Officer at SLB, “Everything we have chosen, from the shape of the logo to our new, bright blue color, symbolizes the boldness of our ambitions and ingenuity of our team to make the new energy future a reality.”[2]
The logo’s ribbon symbol is also described as a visual representation of the carbon reduction curve needed to reach net-zero emissions by 2050, reflecting SLB’s stated goal of balancing past impacts with ongoing net-negative carbon solutions.[3]
The rebrand introduced the tagline “For a balanced planet,” which the company says is central to its purpose and culture.[2]
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