EJM Designs Limited Blog

Tuesday, April 14, 2009

Branding, Um...am...pm.... BP: huh?

A month or two ago, I noticed that BP, known for its green/yellow flower "Connect" rebranding a couple years ago, had done something strange. They'd rebranded their stores and stores website with the following look:

Why would BP rebrand as though they were blind?


As a designer, this struck a sour chord with me. Why would BP, pushing the clean, airy green/yellow/white trio switch up their primary identity? And if they were switching up their primary identity, why in this direction?

The change strayed from their attempt at environmental and pushed oddly into already-established convenience. The orange-red of "am" pulls in Sunoco, Clark, and Speedway. The blue of "pm" also hits Clark, Sunoco, and Speedway. WTF?

I guess it wouldn't as bad if BP just wanted to melt into the mainstream of gas station convenience stores, but juxtaposed with the rest of their branding effort, the orange/blue design sticks out like an embarrassing stain, a desire to be the same in the middle of an effort to be different.

What are your thoughts on BP's convenience store branding decision?


  1. should have left it with the green/yellow/white. It was immediately recognizable and already associated in people's mind.

  2. Thanks for the feedback. I completely agree!