Design strategy for Petrogal
Portugal's state oil company Petrogal commissioned Alembic to conduct a detailed identity strategy study to evaluate its corporate identity in the light of privatisation. Our study investigated the relationship between their corporate and consumer brands and the effectiveness of the Petrogal identity at Holding Company, Divisional and Operating Unit levels, both inside and outside the organisation.
Wiithout a Group-wide identity policy there was widespread design inconsistency at every level and many significant misperceptions of the Group. Recommendations backed by specialist research were made for Group-wide rationalisation and management of the identity. Simplified and consistent use of modified, re-orchestrated graphic elements formed the basis for ongoing control of communications standards.