Петролеум Норд
objective
Development of a brand identity for a fuel supplier in the extreme north. Petrolium Nord has been operating on the market for over ten years. During this time, it has gained solid experience in oil trading.
A distinctive feature of the company is its work in northern regions, supplying fuel to oil production enterprises under construction and in operation.
The company will be renamed in the future, so the font part of the logo has two stylistically related options. It is important for the brand identity to reflect the company’s direction and its special features:
— Reliability, honor
— Expertise in fuel and logistics
— Extreme working conditions
— Warmth and humanity
— Speed of transaction and delivery.
A distinctive feature of the company is its work in northern regions, supplying fuel to oil production enterprises under construction and in operation.
The company will be renamed in the future, so the font part of the logo has two stylistically related options. It is important for the brand identity to reflect the company’s direction and its special features:
— Reliability, honor
— Expertise in fuel and logistics
— Extreme working conditions
— Warmth and humanity
— Speed of transaction and delivery.
Two logos in the same style were developed for the company. When the company transitions to its new name, the overall concept of its brand identity will remain unchanged and recognizable in the market.
The company’s positioning and USP were identified in order to develop graphic techniques. Special features are emphasized in the brand identity:
— Stable, well-balanced font in the logo,
— A symbol that reveals the company’s ideas and essence,
— Brand graphics that refer to the conditions of the far north.
The company’s positioning and USP were identified in order to develop graphic techniques. Special features are emphasized in the brand identity:
— Stable, well-balanced font in the logo,
— A symbol that reveals the company’s ideas and essence,
— Brand graphics that refer to the conditions of the far north.
solution
The first footprint left by a human being in the endless snowy desert. A challenge to the elements, moving against the wind and fifty-degree frost. Providing fuel, which in extreme conditions is as valuable as life itself, the hopeful light of headlights in the pitch darkness of the horizon. Images of everyday life at Petroleum Nord come together to form a brand image where the cold retreats thanks to the fire in people’s hearts.
idea behind the concept
Straightforward, like the words of a Northman. The font used in the logo has no contrasts, serifs, or other decorative elements. Its austere aesthetic is embodied in carefully calibrated spacing and precisely defined shapes.
The rounded letters are inspired by the shape of a fuel tanker—a subtle reference to the company’s activities. The two-word name can be arranged in one line or two lines.
logo
The minimalist logo combines several key images: a road stretching into the distance and, if you change your perspective, the light of headlights signaling the approach of fuel trucks supplying fuel to the entire oil production infrastructure.
The key element in the image is the triangle. It is associated with the topographical symbol for oil on a map, a ray of light, and a compass needle pointing north. The shape of the logo itself is a square with rounded corners, where principles are supported by honesty and humanity.
trademark
The brand style features a strict, clear design. Large areas of color and photos from the company’s life come to the fore. They fit into the concept thanks to their composition. Each image reflects the angle of the logo. The color palette contains references to the northern sky, but overall, the colors do not evoke a feeling of coldness. Orange adds warmth and symbolizes fire, growth, and energy.
An additional decorative element is a temperature scale indicating extremely low temperatures. This technique allows the viewer’s attention to be focused on the unique features of Petroleum Nord. The same effect is achieved by the ice cube-shaped stamp.
brand identity
The new brand identity not only meets the external needs of the business—market recognition—but also serves as a bonding factor for the Petroleum Nord team. The company is acquiring its own nonverbal system, where everyone can feel involved in shared goals and values.
The warm orange hue is predominantly featured in the uniforms and souvenirs. Communication is supported by internal slogans that strongly reflect the hero archetype. And for extremely high temperatures, there are branded bath hats — an accessory that, along with the branded thermos, will become a favorite gift for the company’s partners.
merchandise
