The pounds 100m BP makeover

BRITISH PETROLEUM is set to spend between pounds 50m and pounds 100m on a huge corporate makeover following its $110bn (pounds 68bn) merger with the US oil company Amoco.

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."

Suggested Topics
Start your day with The Independent, sign up for daily news emails
PROMOTED VIDEO
ebooks
ebooksA year of political gossip, levity and intrigue from the sharpest pen in Westminster
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Money & Business

Selby Jennings: Oil Operations

Highly Competitive: Selby Jennings: Our client, a leading European Oil trading...

The Jenrick Group: Night Shift Operations Manager

£43500 per annum + pension + holidays: The Jenrick Group: Night Shift Operatio...

SThree: Trainee Recruitment Consultant - LONDON

£20000 - £25000 per annum + OTE £40,000 + Car + Pension: SThree: SThree are a ...

SThree: Trainee Recruitment Consultant

£20000 - £25000 per annum + OTE £35K: SThree: We consistently strive to be the...

Day In a Page

Isis in Iraq: Yazidi girls killing themselves to escape rape and imprisonment by militants

'Jilan killed herself in the bathroom. She cut her wrists and hanged herself'

Yazidi girls killing themselves to escape rape and imprisonment
Ed Balls interview: 'If I think about the deficit when I'm playing the piano, it all goes wrong'

Ed Balls interview

'If I think about the deficit when I'm playing the piano, it all goes wrong'
He's behind you, dude!

US stars in UK panto

From David Hasselhoff to Jerry Hall
Grace Dent's Christmas Quiz: What are you – a festive curmudgeon or top of the tree?

Grace Dent's Christmas Quiz

What are you – a festive curmudgeon or top of the tree?
Nasa planning to build cloud cities in airships above Venus

Nasa planning to build cloud cities in airships above Venus

Planet’s surface is inhospitable to humans but 30 miles above it is almost perfect
Surrounded by high-rise flats is a little house filled with Lebanon’s history - clocks, rifles, frogmen’s uniforms and colonial helmets

Clocks, rifles, swords, frogmen’s uniforms

Surrounded by high-rise flats is a little house filled with Lebanon’s history
Return to Gaza: Four months on, the wounds left by Israel's bombardment have not yet healed

Four months after the bombardment, Gaza’s wounds are yet to heal

Kim Sengupta is reunited with a man whose plight mirrors the suffering of the Palestinian people
Gastric surgery: Is it really the answer to the UK's obesity epidemic?

Is gastric surgery really the answer to the UK's obesity epidemic?

Critics argue that it’s crazy to operate on healthy people just to stop them eating
Homeless Veterans appeal: Christmas charity auction Part 2 - now LIVE

Homeless Veterans appeal: Christmas charity auction

Bid on original art, or trips of a lifetime to Africa or the 'Corrie' set, and help Homeless Veterans
Pantomime rings the changes to welcome autistic theatre-goers

Autism-friendly theatre

Pantomime leads the pack in quest to welcome all
The week Hollywood got scared and had to grow up a bit

The week Hollywood got scared and had to grow up a bit

Sony suffered a chorus of disapproval after it withdrew 'The Interview', but it's not too late for it to take a stand, says Joan Smith
From Widow Twankey to Mother Goose, how do the men who play panto dames get themselves ready for the performance of a lifetime?

Panto dames: before and after

From Widow Twankey to Mother Goose, how do the men who play panto dames get themselves ready for the performance of a lifetime?
Thirties murder mystery novel is surprise runaway Christmas hit

Thirties murder mystery novel is surprise runaway Christmas hit

Booksellers say readers are turning away from dark modern thrillers and back to the golden age of crime writing
Anne-Marie Huby: 'Charities deserve the best,' says founder of JustGiving

Anne-Marie Huby: 'Charities deserve the best'

Ten million of us have used the JustGiving website to donate to good causes. Its co-founder says that being dynamic is as important as being kind
The botanist who hunts for giant trees at Kew Gardens

The man who hunts giants

A Kew Gardens botanist has found 25 new large tree species - and he's sure there are more out there