Rebranding a Century of Energy Leadership

Their Story

In 2019, the American Petroleum Institute (API), representing over 600 oil and natural gas companies, sought to rebrand to celebrate its centennial and usher in a new era under CEO Mike Sommers. API aimed to underscore its role in addressing energy challenges while acknowledging climate change and committing to reducing fossil fuel impacts.

The Challenge / Our Solution 

Through extensive interviews with leadership, members, and industry stakeholders, we identified a clear need for brand change. Together, we developed the positioning statement “We are the problem solvers,” reflecting API’s leadership in tackling critical energy challenges.

A complementary tagline, “Advocates for tomorrow,” was introduced as a rallying cry for the next century, highlighting API’s dual focus on industry advocacy and building a sustainable future. We encapsulated this vision in a powerful Brand Manifesto that resonated deeply with API leadership and members alike.

The rebranding effort culminated in a modernized logo that positioned API as a forward-thinking, collaborative leader. Featuring the API name atop an abstract earth outline, the design symbolized global leadership, innovation, and problem-solving.

The Results

Launched in summer 2020, the new branding was met with widespread acclaim. API’s announcement emphasized the logo’s reflection of the industry’s growth, modernity, and commitment to a collaborative and nonpartisan approach. The rebrand effectively positioned API as a leader ready to shape the energy landscape of tomorrow.

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