Repsol, a Spanish energy company, is on the verge of unveiling its new brand image in June. The rebranding, initially planned for 2024, was delayed and redesigned after competitor Cepsa's rebranding, which shared a similar blue color scheme.
The new Repsol visual identity will feature yellow and orange colors, replacing the company's traditional red. Yellow will reinforce its association with gas and heating, while orange, a traditional brand color, will remain a distinctive element. A gradient effect will modernize the overall look.
The rebranding involves a significant investment across service stations, vehicles, corporate offices, digital platforms, and communication materials. Repsol's broader strategy includes a larger focus on renewable energy, low-emission fuels, and electricity generation, positioning it beyond the traditional petroleum sector.
Repsol's rebranding reflects a larger trend in the energy sector. Many companies, including Gas Natural Fenosa (Naturgy), GDF Suez (Engie), and Total (TotalEnergies), are rebranding to reflect their transition towards sustainability. BP's experience, however, serves as a cautionary tale, highlighting the challenges of strategic shifts in a changing energy landscape.