LogoLounge 6

(RAY)

Job:08-20331/20788/21373 Title:RP-Logo Lounge 6

#175 Dtp:223 Page:14

012-019_21373.indd 14 9/23/10 9:13 AM

14

LogoLounge 6

(Text)

Saffron

Rompetrol

Identity Redesign

Consider the standard gas/petrol station with requisite convenience store.

It presents a relatively utilitarian picture, no more than a stop for vehicles

and their drivers to refuel. The lights are harsh, the branding messages—

from the station and from the hundreds of other brands it sells—strident

and abrupt.

As a rule, none of this is offensive because this is what we’ve come to

expect from this retail category. But it’s also what makes the new Litro

brand, created by Saffron, so ...