The goal is to give the company its personality and a differentiated image. Petrobras manages its brand in a consistent manner, as it believes it is an increasingly important strategic asset for the company to reach its growth and internationalization objectives.
The company’s first institutional brand was composed of a green-outlined yellow rhombus encompassing the word Petrobrás (still with the accent) in blue. Both shape and colors matched the nationalistic aspirations of the time, connecting the company’s brand to the Brazilian flag’s colors and shape. This early brand conception went into use in July 1958.
With the evolution in the graphical languages and resources, Petrobras’ brand became out-of-date compared to other brands, which were more modern in design. Meanwhile, the company grew, boosted its activities, created subsidiaries, and became the country’s biggest corporation. The logo was no longer appropriate for its new, increasingly complex and diversified physiognomy. This led to an image-fragmentation trend. New individual brands and symbols went into use due to the lack of visual harmony between the holding and the subsidiaries.
A new brand was approved in October 1972. All Petrobras System companies went on to use this new identification, and the intended visual integration was achieved.
This brand's manual explained its development as follows, comparing the new to the old brand:
"The logo is detached from the brand, based on the premise the logo was enclosed by the brand. A characteristic font was investigated. Helvetica, which was scientifically designed and has good optical quality, was selected."
And it goes on: "The rhombus was analyzed. Its basic elements disassembled. A type of variable "V" angle was elaborated, one which has been used since ancient Greece and Egypt as a symbol of property and hierarchy and is now universally adopted. The V was updated and thickened. The two Vs are assembled, achieving a simple, clear, and strong shape with clear contrasts."
This brand became known as the hexagon-rhombus and was used for 22 years on tanks, vessels, vehicles, uniforms, publications, correspondence, i.e., in all elements associated to daily life at Petrobras and its subsidiaries.