Uber-gem

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."

Right.

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?