Phillips Petroleum
Updating an icon
Before its merger with Conoco in 2000, Phillips Petroleum Company was a major integrated U.S. energy company with $35 billion in assets and over 38,000 employees. Founded in 1917, the company is headquartered in Bartlesville, Oklahoma.
Challenges
Phillips 66 had built its business to provide multiple retail petroleum services and products, but an outdated and tired corporate image undermined efforts to reach its sales potential
Actions
Refreshed the Phillips identity with strong colors, streamlined designs and an enlarged "66" symbol, while continuing to leverage the positive equity of the company's historically significant and familiar icon
Delivered an exciting color scheme to all service stations to assert the highest degree of progressiveness, adding a new "harlequin" design as a special mark of distinction for those stations offering complete autocare services
Created comprehensive guidelines to extend the identity system to packaging, stationery, corporate facilities and trucks