ExxonMobil
Unifying forces
Exxon and Mobil joined forces to create a petro-chemical corporation of unparalleled strength and the world's largest publicly held company.
Challenges
Post merger, key challenges remained. How could ExxonMobil convey its strength to the marketplace, unify the powerful Mobil and Exxon brands as equals under a single corporate identity and leverage the combined resources of the new company to support its wide-ranging business franchises?
Actions
Created a new corporate identity that drew upon the well-known and memorable graphic elements unique to each company
Developed a clear system for linking all businesses to the ExxonMobil name. The system unifies the business units' products and services (e.g., ExxonMobil Chemical, ExxonMobil Fuels Marketing,
ExxonMobil Exploration) and ensures a consistent overall presentation of the corporation
Implemented an identity system across an entire spectrum of corporate communications, from facility signs to the corporate Web site, lending itself to possible future use as a marketing brand