I just saw a commercial for BP (British Petroleum) in which the whole point of the ad was to inform you that BP had spent around $95 million on solar energy development. This is your neighborhood gas station who you would think would be more interested in you buying a Hummer. I found myself thinking hmm…BP is a really great guy! He really cares about us and the earth. Then they wrapped up the commercial with the new BP logo shown here. Then it dawned on me (pun intended), this is all so very strategic. A few years ago BP got everybody together and realized that cars weren't always going to run on gas. And in fact pretty soon here people are really going to freak over going green and become suddenly enthusiastic over saving the earth. Not to mention oil independence. They decided to be ahead of the curve.

BP is strategically placing themselves in the forefront of your mind when it comes to progressive, clean, earth-friendly energy. In fact they're counting on it by spending millions on solar energy development. The first thing you do after a change of heart, you get a new face. Thus we have a new identity built around the idea of a sun or flower, accompanied with lowercase "bp" to seem more undressed. And a clever little spin on their acronym, "Beyond Petroleum". Strategy and design in perfect harmony.

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