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LogoLounge 6 by Bill Gardner, Catharine Fishel

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(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
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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 remarkable.
Rompetrol is the second largest private petrol company in Romania, with
an extensive network in Eastern Europe. It is a very ambitious company,
with budget for expansion into areas of Western Europe. Saffron worked
with Rompetrol to rebrand and renovate stations in Romania, and, although
these projects were successful, the company’s expansion into Europe
presented new roadblocks.
The Romanian brand was not well accepted there. Romanian goods, in
general, did not have a stellar reputation, nor were they especially well
known. In fact, a new network in southeast France was not at all successful.
It was clear that a completely new brand, one that could thrive alongside
existing European brands such as BP and Repsol, was needed. The Saffron
design team could imagine how the new brand could even outshine these
brands, literally and financially.
“We wanted to create something from scratch,” explains Jacob Benbunan,
CEO and founder of Saffron. “The idea was to be the practical gas sta-
tion, very uncomplicated and straightforward, providing a completely new
experience for drivers.”
The new brand also needed to instill pride in investors and employees.
Local governments, too, needed to be impressed. “When a long stretch of
highway is developed,” explains Benbunan, “it is these bodies who decide
which stations to place where. Rompetrol wanted to make sure its stations
were attractive and different enough to be desirable.”
The idea was to be the practical gas station, very
uncomplicated and straightforward, providing a
completely new experience for drivers.
Litro has a very different sort of identity for a petrol station. Its
logo’s droplet design suggests refreshment—through fuel or
nourishment—but its glowing, simple nature feeds the entire brand
experience.
Design Firm
Client
Project
(RAY)
Job:08-20331/20788/21373 Title:RP-Logo Lounge 6
#175 Dtp:223 Page:14
012-019_21373.indd 14 9/23/10 9:12 AM

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