Rebranding of Energy Companies in Spain

Visual Transformation and Commitment to Sustainability

The Case of Persol: Rumors and Change Strategy

In the branding landscape, Repsol has been an iconic reference in Spain since the creation of its logo in 1988. However, rumors suggest that the company may be on the path toward a new visual transformation to adapt to current times and align with its sustainability goals and technological innovation.

The History of the Repsol Logo

A rebranding goes beyond updating a logo or changing colors.
It involves a deep rethinking of the company’s visual identity, its values, and how it communicates with the public.

Repsol may be considering a change that better reflects its commitment to environmental responsibility, innovation, and transparency, adapting to the new expectations of consumers and business partners.

1988: Creation of the original logo by Wolff Olins, featuring a sphere symbolizing the sea, sky, and sun in a visual “horizon.”
1996: Update by Pepe Cruz Novillo, simplifying the design and adjusting the typography for a more modern image.
2025: Possible new update by consulting firm Interbrand, known for leading major rebranding projects.

This potential redesign aims to remove visual elements that may suggest negative interpretations—such as a “fuel spill”—and to reinforce Repsol’s positioning as a leader in sustainable energy innovation.

Other Rebranding Cases in the Spanish Energy Sector

Repsol’s move is not an isolated case. Several energy companies have begun rebranding processes to reflect their strategic shifts toward sustainability and sustainable mobility.

Cepsa a Moeve:

- As part of its “Positive Motion” strategy, the company has adopted a completely renewed visual identity under the name Moeve.
- This change aims to position the company as a benchmark in sustainable energy solutions.

Plenoil a Plenergy:

- The name and focus change reflects its transformation toward a multi-energy model, reaffirming its commitment to efficiency and sustainability.
- Plenergy promises to continue offering high-quality fuel at the best price, with a broader focus on clean energy sources.

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Why Is Rebranding Important in the Energy Sector?

The energy market is in constant evolution, driven by the transition toward cleaner energy sources and social pressure for greater sustainability. Companies that fail to adapt risk being perceived as outdated or lacking commitment to the environment.

An effective rebranding allows to :

Better communicate the company’s values and commitments.
Modernize the public perception of the brand.
Strengthen the emotional connection with consumers.
Position the company as a leader in innovation and sustainability.

El Rey del Logo

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Our Professional Opinion

At El Rey del Logo, we believe that rebranding is not only an opportunity to update a brand’s visual image but also a strategic tool to redefine its market positioning. Repsol, Moeve, and Plenergy are taking a step toward the future, demonstrating that sustainability and innovation are key to leading the energy sector of tomorrow.

What do you think about the rebranding of these companies? A smart strategy or an unnecessary risk?