BP’s Decision to Remove Green Shield and the Impact of the Deepwater Horizon Disaster on Brand Recognition

British Petroleum (BP) is a multinational oil and gas company that has faced significant challenges in maintaining its brand identity over the years. One of the most notable changes in its brand image occurred when it decided to remove its iconic green shield logo in favor of a new, more contemporary and globally recognizable design. This decision was met with mixed reactions and unexpected results, particularly in the aftermath of the Deepwater Horizon oil spill.

The History of BP’s Green Shield Logo

BP has a long and rich history, dating back to the early 20th century when it was known as Brandon Petroleum. In 1950, it was rebranded as Papago Petroleum, and in 1953, the name was finally changed to British Petroleum (BP). Along with this rebranding, BP introduced its now-ubiquitous green shield logo, which was designed to evoke images of growth and protection.

The Shift to a Global Brand

By the early 2000s, BP was looking to streamline its brand while also emphasizing its global footprint. The company recognized that the green shield logo was becoming too closely associated with its name, hindering efforts to create a more global, instantly recognizable brand. In 2009, BP unveiled a new logo that was designed to stand alone, detached from the company name, much like the iconic “swoosh” of Nike or the Microsoft Windows logo.

Intentional vs. Unexpected Branding Goals

BP’s goal was clear: they wanted to create a world-wide brand recognition that was independent of the company name. The new logo was intended to be a visual symbol that would stand alone and be recognized globally as a brand synonymous with energy and reliability. This was a strategic move to ensure that when people saw the logo, they would immediately associate it with BP without the need for the company name.

The decision was based on market research suggesting that consumers were less likely to remember the brand name in a crowded field. By removing the textual elements, BP aimed to make the brand more universally recognizable. The new logo, designed with a sleek, black and yellow color scheme, was meant to be simple, bold, and instantly memorable.

The Deepwater Horizon Disaster and Its Impact

However, the success of this rebranding was severely tested in 2010 when the Deepwater Horizon oil spill occurred in the Gulf of Mexico. The disaster not only resulted in extensive environmental damage but also brought global attention to BP’s brand. Overnight, the green shield brand association became synonymous with the company’s culpability and poor safety record.

The company faced intense scrutiny and criticism from various stakeholders, including governments, citizens, and environmental groups. The Deepwater Horizon incident highlighted the dangers of relying too heavily on a logo that was too abstract to communicate trust and reliability. The incident put BP’s brand on the global map in all the wrong ways, overshadowing the intended goals of the rebranding effort.

Lessons Learned and Future Directions

The Deepwater Horizon disaster served as a wake-up call for BP. It emphasized the importance of brand consistency and the need for clear visual symbols that communicate a company’s values and commitment to safety and environmental responsibility. Following the incident, BP began to work on rebuilding its brand, not just through its logo but with a renewed focus on sustainability and environmental stewardship.

The company has since made efforts to reintegrate elements of its past, such as its green shield, into its branding. These steps aimed to remind consumers of BP’s commitment to protecting the environment, while also improving corporate responsibility and safety measures. This shift demonstrates that in a world where brands face continuous scrutiny, it is crucial to balance global recognition with a clear and visible commitment to values that resonate with the public.

Conclusion

BP’s decision to remove its green shield logo was a strategic move aimed at global brand recognition. However, the company did not anticipate the negative consequences of the Deepwater Horizon disaster. This event highlighted the importance of a brand’s visual representation in conveying trust and reliability. As BP continues to navigate the challenges of the energy sector, understanding the balance between brand recognition and values remains essential.