14 July 2000

The resentment of British motorists at paying Europe’s highest petrol prices has failed to deter BP Amoco from proceeding with a £16 million image makeover, its first in thirty years.

Since last year, the company [formed exactly two years ago by the merger of Britain's BP with Amoco of the US] has spent £5m researching the new brand image, which will roll-out worldwide over four years from this summer to its petrol forecourts and tanker fleets.

Out will go BP’s familiar green shield and Amoco’s torch logo – but the new look remains resolutely under the wraps, due to be unveiled “later this summer”. A BP spoke would reveal only that the initials will remain.

According to Doug Ford, refining and marketing chief executive, the new single branding will help to unify BP Amoco’s workforce.

News Source: CampaignLive (UK)