The pounds 100m BP makeover
Saturday 15 August 1998
The massive exercise will involve a new corporate logo for the group and rebranding thousands of BP petrol stations in the US under the Amoco name.
The last BP makeover in 1989 cost the group pounds 100m and involved redesigning the company logo and introducing the now-familiar green-on-yellow colour scheme. On that occasion, all BP's 19,800 petrol stations were given a facelift along with its fleet of tankers.
This time the existing BP brand will be retained on all its petrol stations outside the US. The 6,500 US stations either trade under the BP name or are run by independent retailers. All these BP-branded stations will be converted to Amoco outlets.
BP will have to amend its branding on all stationery and offices round the world, where it will be known under the corporate name of BP Amoco. A spokeswoman said it had not yet decided whether to create a new corporate identity or run the two logos side by side.
BP is considering whether to employ design consultants. If it does the costs could escalate. The makeover of British Airways, featuring the controversial tail fin designs, cost pounds 60m. The rebranding of Cable & Wireless Communications, a merger between Mercury Communications and three cable companies, cost pounds 50m.
The BP Amoco merger is already costing around $100m in fees mainly to the companies' respective investment banking advisers, JP Morgan and Morgan Stanley, and $500m is budgeted for restructuring measures, the biggest cost of which is 6,000 job cuts from the combined workforce of 100,000.
Chris Lightfoot of Newall and Sorrell, the corporate identity specialists who did the BA makeover, said: "You have to approach corporate makeovers very carefully these days because of the cost and scale and people's sentimental desire to hang on to things when the world is changing so fast. But BP has got to communicate the shift in some way."
- 1 Five-year-old Iris Grace is raising awareness of autism through her extraordinary paintings
- 2 Car tax disc changes: Two days to go - and they affect you much more than just not displaying a piece of paper
- 3 The Simpsons death: Creator Al Jean would 'kill himself' before character like Homer or Lisa
- 4 British man raped while urinating in bushes at Oktoberfest beer festival in Germany
- 5 A teacher speaks out: 'I'm effectively being forced out of a career that I wanted to love'
Five-year-old Iris Grace is raising awareness of autism through her extraordinary paintings
Car tax disc changes: Two days to go - and they affect you much more than just not displaying a piece of paper
Isis an hour away from Baghdad - with no sign of Iraq army being able to make a successful counter-attack
British man raped while urinating in bushes at Oktoberfest beer festival in Germany
George Clooney and Amal Alamuddin wedding: The famous congratulate actor and human rights lawyer after Venice nuptials
Isis, we are told, is a 'clear and dangerous threat to our way of life'. I’m sorry, but I just don’t buy it
Exclusive: 'Putin's Russia has been my biggest regret,' says Nato's outgoing Secretary General
'Women, walk wherever you want' posters taken down in Stamford Hill following 'unacceptable' signs separating men and women
There’s no excuse for Dave Lee Travis’s behaviour, but we need to keep a sense of proportion
Mark Reckless becomes second Tory MP to defect to Ukip in a month
Should gay sex be illegal? 16% of Britons think so
- < Previous
- Next >
iJobs Money & Business
NEGOTIABLE: Austen Lloyd: TRUST ACCOUNTANT - KENTIf you are a Chartered Accou...
£18000 - £20000 per annum + OTE £30000: SThree: SThree are a global FTSE 250 b...
Highly Competitive Salary: Austen Lloyd: CITY - Law Costs Draftsperson - NICHE...
£300 - £330 per day: Ashdown Group: SQL Developer (Stored Procedures) Watford...