SPC launches new visual identity, stores undergo uplift

The Singapore Petroleum Company (SPC) has launched a new visual identity for its retail network of service stations, aimed at "revitalising its station experience for one and all". According to SPC, the new design presents the company's fresh take on modernity and youthful energy, which is expressed in a balanced mix of red, grey and orange. While the new retail image will also retain the SPC brand name, while incorporating logo elements of its parent company, PetroChina. 

The flower-shaped logo symbolises a commitment to ensure harmony between the development of the energy industry and the environment. It consists of 10 petals, each representing the ten-core business of PetroChina. Additionally, the solid red base illustrates the company’s strength and cohesion, while the rising sun in the centre of the logo symbolises a brilliant future. 

The new visual identity will be progressively introduced and applied to SPC retail stations, signages, tank trucks, and marketing and communication collaterals. "The company believes the new and energetic visual identity shall reinvigorate the brand, representing SPC’s continued efforts to move with the times. Once again, SPC delivers our promise that SPC Keeps Getting Better," the company said.

At the same time, the Choices convenience stores will also undergo a facelift, donning a new image that incorporates Singapore's iconic landmark to introduce SPC's distinctive identity as one of Singapore's homegrown brands. 

As part of the company's conscious effort to provide a safe and pleasant refuelling experience, SPC's newly designed stations will also be equipped with environment-friendly, energy-saving LED lights and safety features such as designated anti-slip walkways in the forecourt. Furthermore, to minimise fire hazards, new SPC stations use full aluminium structures on the canopy and claddings, while SPC’s new staff uniform comes with anti-static properties. MARKETING-INTERACTIVE has reached out to SPC for additional information on the rebranding.

Related articles:
Amazon Prime refreshes UX for growth, but is it missing out on SEA's potential?
Hootsuite breaks free from 'sea of sameness' with brand refresh
VaynerNFT rebrands to Vayner3 to showcase opportunity for brands in Web3
Klook unveils new logo and brand purpose which was two years in the making