has officially unveiled a completely new brand, name, logo, and tagline, following approval by the company’s shareholders at an extraordinary general meeting, held in Lagos on 18 December 2019.
“The most important quality we bring to the market right now is our history and legacy of more than five decades in the energy downstream sector. Our long and proud legacy gives us a vantage position from where we can see things differently about how energy is consumed today. It is from this platform we are building a new brand geared to lead to a future where energy is consumed differently, such that we are poised to deliver energy for a brave new world”, said the CEO, Olumide Adeosun.
Ardova, hewn from a combination of the Dutch/Arabic word: Aarde, meaning earth and the word ‘value’ mirroring the company’s ambitions to build a brand that has at the heart of its corporate strategy, sustainability leadership. The new logo features a hexagram styled icon as the leading visual concept and takes on the moniker (AP) which creatively connects the company to its rich history and heritage, a design approach the company took to help create a nexus between history and modernity.
The company has existed in Nigeria for 56 years, starting as British Petroleum (BP), trading almost exclusively in fuels and lubricants. The company we are building for the future is a people-first oriented and star service one. One, with sound management in place to deliver a holistic brand vision, with deep investments in technology and sustainable expansion of our retail network. The company had previously informed its stakeholders that 25 percent of its revenue over the next three years will come from low carbon and renewable sources. We are confident in our brand’s ability to deliver.
Plans are being finalized for a corresponding optimization of our retail network experience and a gradual roll-out of the new brand livery across all former Forte Oil stations in the country.
SNIPPET FROM THE REBRANDING MANUAL ON THE RE-EMERGENCE OF THE AP BRAND
Our goal with this re-emergence is to position ourselves as a highly resilient and adaptive brand that comes from the past; with so much experience, history, legacy and stories, yet credibly suited for today’s world or energy demand, with a DNA wired to adapt to an ever changing world, change in customer desires and aspirations.
The world has changed significantly over the past 56 years (1964-2020) and the future will continually evolve. The world as AP met it decades ago is no longer the same as it returns in 2020. The way energy was consumed when we first emerged on the scene and today has completely been transformed, fast growing urban sprawls with unimaginable energy consumption patterns, economic growth, energy intensive industries have all contributed to the different world AP will be returning to today.
We are returning to a world where there’s an increase in the clamor for a new type of economy, an economy and a future no longer driven by fossil fuels but renewable and clean energy. This clamor is driven by ever increasing consciousness and concern for the environment. This is one key area that will make our return prominent as we intend to begin evolving beyond fossil in order to remain a relevant player in the future that is emerging. Our desire to continuously evolve and remain relevant as an energy provider is why we are today investing and advancing new frontiers in renewable energy solutions despite our history with fossil fuels.
This is why we have chosen to position ourselves as the energy company for a brave new world.
Our attempt here is to develop a brand that recognizes its past while reinventing itself for the future in the most acceptable and contemporary manner.