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?


  1. Hey Natalya,

    Take a look at this unbelievable BP campaign from 2007: http://www.slate.com/id/2165669/


  2. Thanks Ben--i would agree it's unbelievable, but it's really all too believable now...