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Further to my previous blog "The ups and downs of logo design...", let's move on to the ethos behind the branding, and whether or not that ethos is right, relevant or truthful. Probably one of the best known in recent years, for apparently getting it wrong, is that of BP.

BP's logo and branding ethos...

In 2000, the multinational energy conglomerate introduced its new Helios logo, deliberately designed as a dramatic break with tradition.

BP's Helios logo

BP's website makes the following statements:

"Even after a decade, it is still unlike any other energy identity, and symbolises a number of things – not least the greatest source of energy … the sun itself."

"The colours of the 'Helios' - named after the Greek god of the sun – suggest heat, light and nature. It is also a pattern of interlocking shapes: like BP, a single entity created by many different parts working as one. This was particularly relevant, as the new brand was launched after a series of mergers and acquisitions. It united all the heritage companies and employees that now make up BP and its global brand."

Another part of the website also states that the brand stood for the company’s aspirations: "better people, better products, big picture, beyond petroleum."

Is it believable? Is it truthful?

Unfortunately for BP - as dramatically highlighted by the 2010 Deepwater Horizon oil spill in the Gulf of Mexico - public perception of the company was not the same as that portrayed by its brand or brand ethos. CEO Tony Hayward appeared anything but the "better people" proclaimed as part of the branding. The "big picture" was more that of a company not caring about the environment or people. As for "beyond petroleum" - according to Greenpeace - BP exaggerated its green credentials, investing only $1.5 billion in alternative energy sources, compared with $20 billion in fossil fuels.

As a result, a plethora of alternative "logos", mainly due to a campaign by Greenpeace, were created based around the Helios symbol. To be fair, it is also important to note, that although BP has been responsible for a number of other environmental incidents - it is certainly not the only energy company responsible for such seemingly irresponsible actions. Naming and shaming is not the purpose of this blog.

Just a few of the "alternative" BP logos

Lessons to be learned...

Simply put, the ethos behind a company's brand, may not necessarily be the way that brand is ultimately perceived. If a company creates a brand to promote its "ethos", that ethos should be followed, and not used as a smokescreen for covert practices. This is a real danger, especially now with environmental credentials so often being an important aspect of corporate responsibility. Claiming to be one thing, through brand identity, yet appearing to practice the complete opposite, is neither good for business nor for public relations.

Reputations can take years in the making, yet be destroyed in a flash!

Gerald Ratner's infamous 1991 Institute of Directors "Total crap!" dinner speech, is a case in point! As a result of widespread media coverage of the speech, disgruntled customers shunned the group's jewellery stores, and the value of the highly successful Ratner group plummeted by around £500 million, nearly causing it to collapse. Gerald Ratner resigned in November 1992, and the Ratner name disappeared from the high streets. The group's successful "sell it loud, sell it cheap" ethos behind retailing inexpensive "bling" was one thing - telling customers the products were "total crap" was something completely different!

Ratners before the infamous "Total crap!" speech

Successful brand ethos...

There is, without a shadow of doubt, a brand that has proven to be incredibly successful over recent years, especially with its "Think different" campaigns. That brand is of course Apple. Apple has maintained its brand ethos and created an undeniably strong global brand culture, from iMac to iPod to iTunes to iPhone to iPad. That ethos employs "simplicity" as the keynote, to provide people with products that allow them to do great things - simply. Simplicity is what drives Apple, doing great things through simplicity is what drives Apple's brand culture.

The "simplicity" of the Apple brand

Apple isn't the only company to have adopted such an approach, in the past other companies such as Olivetti and Braun also employed a similar ethos. Like Apple, not just applying that ethos to products, but also to branding, graphics, retail outlets, point of sale and architecture.