Over 70 years of construction and development, Petrolimex is one of the "legacy" brands associated with national responsibility, accompanying many generations of Vietnamese people. In the context of the energy industry changing rapidly under the impact of digital transformation, green transition and new consumption trends, the Group said that brand repositioning is a necessary step to ensure greater adaptation and suitability to Petrolimex's expanding role and position.
Speaking at the event, Mr. Pham Van Thanh - Chairman of the Board of Directors of Vietnam National Petroleum Group said: "Petrolimex has accompanied the country through many different historical periods, from difficult years to the period of renovation, integration and development. Each period sets different requirements, and each time, Petrolimex must innovate itself to adapt, to better fulfill the assigned mission. In the new context, brand identity innovation is not to change for formality but to reflect a deeper change in Petrolimex's thinking, approach and strategic positioning in the coming period".
Petrolimex representatives also emphasized: Brand recognition is a milestone for the journey to continue between the heritage foundation built over 70 years of development and the spirit of innovation in the next stage; showing the Group's determination to build a clearer, more modern and synchronous brand language; to strengthen competitiveness, ready for long-term strategic goals; thereby continuing to affirm its commitment to accompany the country, energizing all movements for a prosperous and sustainable Vietnam.
The identification of the new Petrolimex brand is built from 3 core values: Heritage - Dedication - Pioneering; formed on the basis of streamlining, filtering, and developing from a set of 8 principles, values established in 2012; undergoing a thorough research and analysis process, along with multi-dimensional evaluation and appraisal steps, to ensure inheritance, suitability for Petrolimex's vision and orientation and consistent implementation in the next stage. In which:
Petrolimex's legacy is a flow of belief originating from the people who laid the foundation for Vietnam's petroleum industry; being fueled and ignited through generations with a steadfast spirit of service; extended by dedication and aspiration for innovation; is the identity that makes Petrolimex's pride today.
Dedication is Petrolimex's commitment to transform trust into specific actions, elevate standards, put people at the center in each action; it is a promise from the heart to turn each touch point, each simple interaction into a full, meticulous and connected experience.
Pioneering is a call to arouse the spirit of daring to think and dare to do; it is a driving force to promote Petrolimex to overcome obstacles to build a sustainable future; it is a commitment to turn the desire for breakthroughs from within into useful creations, contributing to the community, society and bringing practical value to customers, shareholders, and partners.
Connecting throughout and shaping Petrolimex's brand strategy is the philosophy of "Joining forces" - expressed through the spirit of unity, strong connection, creating a combined strength from all resources to promote Petrolimex to reach great goals. Petrolimex affirms its development orientation: Inheriting Heritage to transform, Being dedicated in commitment to action, taking Pioneer as a driving force; based on the foundation of consensus and consistency - where generations are acting at the same pace for the development of the country - so that every step forward today is more solid, reaching further together on the journey of sustainable development.
Petrolimex's logo is inspired by the image of people moving forward - the focus of all development; with the "P" symbol continuing to be preserved, inherited from the core heritage but restructured with modern geometric language, shaped from strong, solid, and flexible lines. The negative number "1" in the center expresses the spirit of Harmony, combined with stylized images of upward arrows, thereby depicting the spirit, intense aspiration to rise up and orienting Petrolimex's vision and mission in the new period.
Petrolimex also inherits two traditional colors, orange and blue - colors that have accompanied the country and gone deep into people's lives for decades - but refines and refreshes the color palette in a dynamic direction, more suitable for the digital environment and modern applications. The two main colors include Energy Orange, representing vitality and energy; and Innovative Blue, representing technology and creativity.
Along with that, Petrolimex introduces a custom-designed font, with a bold 52-degree cut to create a strong visual highlight, helping to convey a clear and recognizable message. The graphic system is also developed with four main motifs, bringing flexible and diverse expression but still ensuring uniformity at every touch point, based on four principles: Spreading the energy of movement of development; Connecting for every neat experience; Harmony brings resilience and Pioneering to create new value.
In the next phase, the new brand identity will be synchronously deployed by Petrolimex throughout the system according to the roadmap and regulations; ensuring a synchronous modern and consistent image in operation and uniform standards and quality of services and products.
