Our brand

Following the creation of Repsol as a company focused on oil and gas exploration, production, transportation, and refining, it was time to create a clearer identity that would both stand out and stick in people’s minds. It emerged in a market environment characterized by the supply of generic products where quality did not influence choice, prices were set without brand differentiation, and points of sale were scarce.

The task of designing the new Repsol brand was entrusted to Wolff Olins, the prestigious consultancy dedicated to creating brands with a high level of positive social impact. Olins had the difficult job of incorporating the Group’s various businesses into one brand.

After nearly a decade with the same visual identity, market changes convinced us to evolve. The new brand aimed to achieve a more current graphic concept, while aintaining the positioning, representation, and integration of our diversity. The most recognizable elements of the previous brand are respected, but changes have been introduced: the moon disappeared, the horizon line was reduced, the lines were given a purer and more stylized finishe, and the remaining lines were made more geometrical. The end result maintained the essence of the identity, refining the logo and adding modernity for the future.

The acquisition of YPF in 1999 allowed us to gain better positioning and balance as a global company. The brand played a role in the integration of two large companies.

In 2012, our visual identity evolved a step further. We refreshed our brand to give it a more vibrant and modern feel. Strengthening our brand identity has also served to renew our vision for the future, conveying our company values: transparency, teamwork, and responsibility.

The latest rebranding took place in 2020. We have a strong, responsible, and people-oriented brand that conveys who we are, communicates how we express ourselves, and helps us better define the experience we want users to have when they interact with us.