The existing logo had high
brand value in its core markets, so we investigated a number
of options using this as a starting point. The key areas that
we looked at during the first stage included a new presentation
of the existing logo, the colour range and balance of the new
identity and the creative application of the Yukos brand across
the new forecourts.
Development of the selected route focused on creating a unique
design that would protect the design from plagiarism. We achieved
this with individual three-dimensional styling for totem, canopy,
pump islands and fascia.
To facilitate construction, we used easily sourced materials
- such as aluminium and neon - in exciting new ways. These materials,
in conjunction with the selected colour range of silver, a warmer
yellow and a fresher green ensured that the new stations would
weather well.
Based on the main forecourt identity, we also created a branding
family for a range of secondary offers including oil change,
car wash and accessories. The client was so impressed with the
quality of our work that we were also awarded the commission
for the design of the convenience store.
