new bp branding
In a triumph of style over substance, BP has rebranded. Gone is the green shield ('too oily'), booted out in favour of a 'sunburst' and a sky-full of solar rhetoric. BP says its initials now stand for Beyond Petroleum; we say is stands for Big Porkies.
BP is spending more this year on its new sunshine image than it spent last year on solar power. They're massively increasing their oil and gas production, and are right now opening up the Arctic Ocean for new oil exploration.
Until it switches its investment from oil to renewable energy an oil company is an oil company. Until BP makes that switch a more appropriate logo would be a miserable polar bear on a melting ice sheet.
It would be amazing if BP walked the walk, but they need to alter their business strategy, not just their business image.
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