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The BBC's Greg Wood
"BP's change of image will take four years to complete"
 real 56k

Monday, 24 July, 2000, 19:25 GMT 20:25 UK
BP goes green
John Browne
BP's John Browne says the rebranding could boost profits
BP has unveiled a new "green" brand image, in an attempt to win over environmentally aware consumers.

The new green, white and yellow logo replaces the BP shield and is designed to show the company's commitment to the environment and solar power.

The company is to revert to its old name of BP, following two years as BP Amoco and adopt a new slogan " Beyond Petroleum".

BP logo
BP goes greener
The new logo is part of a rebranding exercise - which includes offering internet access at petrol stations - which the company hopes will boost profits.

The company has spent $7m or 4.5m in researching the new brand. It is expected to spend $25m a quarter supporting the brand change.

Chief executive John Browne said: "It's all about increasing sales, increasing margins and reducing costs at the retail sites."

New BP sites will be partly powered by energy from the sun, through solar panels forming the transparent canopy above the pumps.

Dirty dollars

Oil is one of the world's dirtiest industries and one that provokes the most environmentalist anger.

In its new advert, BP is recognising the importance of the environmentalist pound.

"Is it possible to drive a car and still have a clean environment. Can solar power become mainstream? Can business go further and be a force for good. We think so," the advertisement says.

About 40% of the company's business is now in natural gas and its solar business is one of the world's largest.

But environmentalists have yet to be convinced.

"This is a triumph of style over substance. BP spent more on their logo this year than they did on renewable energy last year, " the environmentalist group Greenpeace said.

"BP doesn't stand for Beyond Petroleum. It stands for Burning the Planet," it added.

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BP goes green
Can it win over environmentally aware consumers?
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See also:

09 May 00 | Business
BP Amoco profits soar
14 Apr 00 | Business
Green light for BP-Arco merger
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