RepsolCopied

Repsol is a Spanish oil major that has spent years telling the world it is more than oil. In June 2025 it changed its face to match the story. Cinco Días reported that the company launched a new brand image to fit a strategy of offering all energies, the energy solutions that best suit each customer, and that it would appear on the website immediately and gradually across physical sites, beginning with two Madrid service stations, multi energy offices in Bilbao and Cáceres and a station in Portugal.

The company framed the change as proof of a real transformation. Repsol said the brand evolution reinforces its shift and is backed by business evidence: more than 4,700 megawatts of installed renewables, more than 3,500 service stations and over 2,500 public charging points. It called itself the only company on the Iberian Peninsula able to offer all the energy customers need for mobility and home. The rollout target for 2025 was more than 100 service stations, 600 charging points and 100 energy offices.

Repsol said it approached the project with maximum ambition but also realism, because it was already a recognised and valued brand. The sun symbol keeps its recognisable silhouette but gains life through volume and movement, which the company's brand page describes as a fluid symbol reflecting constant motion. The wordmark switches to lowercase, which Cinco Días reported was meant to set a closer, friendlier tone. The characteristic blue and orange are revitalised through a primary gradient from orange to magenta, with Repsol blue refreshed for its stations and a new ivory used as an expressive background. A proprietary typeface, Sole Repsol, joins the system along with a sonic identity that will play, for example, when a driver lifts a fuel nozzle or plugs in an electric car. Illustration remains a core part of the language.

The brand page sums up the intent: an energy company that connects with people in their daily lives, with simple and direct communication.

The design moves are competent and fashionable. Lowercase names and orange to magenta gradients are now standard kit for companies wanting to look warm and modern, so Repsol gains friendliness but loses some of its old industrial authority. The volumetric sun is the strongest element, a familiar shape made to feel alive rather than stamped. The sonic logo at the pump is a clever touch that turns a mundane moment into a brand moment. The harder question is credibility. A gradient cannot change a fuel retailer into a renewables company; the megawatts will have to keep growing for the new look to feel earned.