Once upon a time there was a big shiny comms agency named Landor & Associates. They claimed to produce transformative, "unforgettable" brand experiences and maintain a legacy that "benefits our clients every day."
There was but one small hurdle in Landor's path of linear progress--its tendency to create Oprah moments of "everyone gets a sustainable brand!" And so in 2000, they didn't think twice about applying their game-changing brandalicious thinking to a little company called BP. In their words, the brief:
"The new organization needed an identity that symbolized its dynamic category leadership and reflected the attributes it aspired to: performance, environmental leadership, innovation, and progressive ideas."
And what they suggested creating:
"The BP helios evokes natural forms and energy that represent BP's position as an environmental leader."
The best part is the most current proof point attached to the case study:
"In 2010 it was named one of the most relevant identities of the decade by the blog Brand New."
I wonder why that was?